How do we get millennial hypebeast men to start wearing UGG’s? We elevate their status from a tasteless trend to a timeless fashion piece that will live forever.
UGG
OUT OF HOME
Purchasing a pair of UGG’s means signing up for more than one life. Water stains and marks are not a negative, they just show that you experienced the good and the bad parts of living, and you did it in your UGGs.
These biodegradable ads illustrate the cycle of life for a pair of UGGs; it never really stops, it only begins again.
SOCIAL MEDIA
Our social media presence will strategically tell users that their UGG boots are meant to live with you. Every time you step in a puddle or scuff your boot on the sidewalk, it tells a story of what you have gone through- and that’s real.
TIKTOK
By showing what this process looks like, we are encouraging TikTok viewers to participate and upcycle their UGG boots.
PARTNERSHIP
You are who you surround yourself with. UGG will partner with grailed.com, one the most prominent online menswear marketplaces to resell these refurbished boots through their “Designer spotlight” feature. All of the refurbished boots will have the limited-time-only “Rare Sole” stamp, which will prominently highlight their timeless style and the boots rare, refurbished nature.
ACTIVATION
There is nothing better than a fresh pair of UGGs — except maybe a fresher pair of UGGs — that have been refurbished. UGG is all about upcycling, so let’s encourage it through buying used UGGs off the ‘net, refurbishing them, and then reselling at pop-ups in fashion forward cities.
