Ugg Launches 'Gift the Feeling' Holiday Campaign
The holiday 2026 campaign extends the brand's 'Born to Feel' platform and features rapper JT, Lunay, Megan Skiendiel and Yeat.
Updated on Nov. 3, 2026 in Accessories
Ugg, a division of Deckers Brands, has launched its holiday 2026 campaign 'Gift the Feeling'. The campaign stars rapper JT, Puerto Rican artist Lunay, Megan Skiendiel of girl group Katseye and rapper Yeat.
Why it matters
The campaign builds on 'Born to Feel', Ugg's long-term brand platform, and uses a social media gift-wrapping trend to position its footwear as holiday gifts for U.S. shoppers. It shows how the brand is pairing celebrity talent with product-focused storytelling during the peak gifting season.
The Classic Ultra Tall adds four inches of shaft height to the Classic silhouette, and the Classic Mini Outpost is made with waterproof suede, an upcycled wool lining and a White Spider Rubber outsole. Campaign performance, sales impact and media spend have not been disclosed.
The players
Ugg
Ugg is a footwear brand owned by Deckers Brands known for its sheepskin boots and cold-weather and lifestyle footwear.
Deckers Brands
Deckers Brands is a publicly traded footwear company that owns the Ugg and Hoka brands.
JT
JT is a rapper and member of the hip-hop group City Girls who appears in the campaign.
Lunay
Lunay is a Puerto Rican reggaeton and Latin pop artist featured in the campaign.
Yeat
Yeat is an American rapper known for his experimental hip-hop style who appears in the campaign.
The details
The campaign is set at a holiday party, where cast members open gifts disguised as other objects. Lunay unwraps a banana-shaped package filled with Ugg socks, Skiendiel opens a cat-shaped box containing the Elea Fluffed Slip-On while wearing the Après City Tall, and Yeat finds a matching pair in a truck-shaped box.
Timeline
September 22, 2026: Ugg announced the 'Born to Feel' brand platform.
Holiday 2026: Ugg launched the 'Gift the Feeling' campaign.
Culture Shift
The campaign extends Ugg's 'Born to Feel' platform, announced September 22, 2026, into a seasonal gifting message. It draws on a social media trend of wrapping gifts to look like something else, reflecting how brands increasingly borrow short-form video formats to reach younger shoppers.
For U.S. shoppers, the campaign points to holiday gift options such as the Classic Ultra Tall and Classic Mini Outpost. The extraction does not specify retail pricing or in-store availability.
The takeaway
Gift-focused campaigns that reveal products through playful unboxing can make seasonal shopping more memorable. Shoppers comparing holiday footwear may find it useful to check product specifications such as shaft height and materials before buying.
Further reading
For more fashion-accessory coverage, see Accessories on the site.
Source note: This article includes information reported by FashionUnited.
