In a significant collaboration, UGG, the renowned global lifestyle brand, has teamed up with the multi-platinum artist and musician, Post Malone, to launch a new global campaign and introduce the Men's Weather Hybrid Collection. This partnership, unveiled on October 1, 2024, marks a fresh and exciting direction for the brand, blending Post Malone's unique style and creative vision with UGG's signature comfort and quality.
The Campaign: 'Lead a Horse'
The global campaign, titled 'Lead a Horse,' was conceptualized and filmed by Mezzy, a member of Post Malone's creative team. The campaign features Post Malone encouraging his horse, Jasper, to navigate a small puddle, cleverly highlighting the waterproof features of the Weather Hybrid Collection. This creative approach showcases the practicality and style of the new UGG boots, which are designed for all-day wear in any setting.
The looks in the campaign were expertly styled by Catherine Hahn, another key member of Post Malone's community of creatives. The video and photography for the campaign were credited to Adam DeGross and Mezzy, respectively, further emphasizing the collaborative nature of this project.
The Men's Weather Hybrid Collection
The Men's Weather Hybrid Collection offers a fresh interpretation of UGG's classic Neumel and Tasman silhouettes. These boots feature a vibrant 'Big Sky' blue outsole and incorporate recognizable UGG design elements such as the Twin Seam Sun Logo. The collection boasts improved waterproof capabilities, making it perfect for various weather conditions and daily wear. The boots are available in new standout color options and are currently available for purchase on UGG.com, UGG stores, and select wholesale retailers across the country.
Post Malone, known for his diverse ventures and unique fashion sense, has been a fan of UGG since his high school days. He even had a custom camouflage pair made for himself last year. This collaboration reflects his core values of personal expression, community, and connection. 'Ive been a fan of UGG since my high school days and love wearing the boots. Im thrilled to collaborate with the brand and bring my team into this new campaign. Being comfortable in expressing myself has always been at my core, which makes this partnership incredibly exciting,' Post Malone shared.
Global Promotion and Retail Experience
The 'Lead a Horse' campaign will be promoted globally through various channels, including public relations, social media, paid advertisements, and across the brand's retail locations and website. Later this season, a second film showcasing Post Malone in new UGG footwear styles will be released. Additionally, UGG plans to bring its immersive retail experience, Feel House, to Los Angeles later this year as part of this collaboration.
UGG President, Spang, expressed the brand's excitement about the partnership: 'We are delighted to welcome Post Malone as our new men's ambassador. UGG is all about the freedom to express oneself, and partnering with Post Malone to showcase his creativity and co-develop our latest campaign is a tremendous privilege'.
For more details on the Post Malone x UGG collection and to explore the Men's Weather Hybrid Collection, you can visit UGG.com or check out the exclusive interview with Post Malone on his new UGG campaign here.
