Together With His Community of Creatives, the Artist &
Musician Bring the Brand’s Men’s Weather Hybrid Collection to Life
in a New Film
For Autumn/Winter 2024, Southern California-based global
lifestyle brand UGG® (a division of Deckers Brands [NYSE:
DECK]) is proud to announce a partnership with nine-time
diamond-certified GRAMMY® Award-nominated phenomenon Post
Malone. From his multifaceted endeavors to his genre-blending
music and distinctive personal style, Post Malone reflects the UGG®
brand’s values by showing how the power of individual expression
can create inspiration, community, and connection.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20241001358291/en/
Campaign photography credit: Adam
DeGross
The partnership encompasses a global campaign, of which the
first film debuts today. It features the UGG® men’s Weather Hybrid
Collection and a partnership to bring Feel House, the
brand’s multi-sensory retail experience, to life in Los Angeles
later this year.
“I've been a UGG fan since high school and feel
so good wearing the boots. I even had a custom camo pair made for
me last year,” said Post Malone. “That’s why I’m so excited
to work with the brand and bring in my crew for this new campaign.
Being comfortable to express myself has always been at my core, and
that's why this is such a killer partnership.”
Post involves his community–like producer and campaign
co-creator Ramez “Mezzy” Silyan, longtime stylist
Catherine Hahn, and photographer Adam DeGross–in
everything he does, from creative collaborations to work behind the
scenes. He is known for his genuine interactions with his creative
crew and fans, both online and in person.
“We’re thrilled to have Post Malone as our new
men’s ambassador,” said Anne Spangenberg, President of UGG®.
“UGG is all about being comfortable to express yourself, so to
partner with Post Malone to express his creativity and co-create
our new campaign with us is truly an honor.”
Conceptualized and shot by friend and co-creator Mezzy, the
global campaign Lead a Horse features the UGG® men’s Weather Hybrid
collection, a refreshed take on the brand’s iconic Neumel and
Tasman silhouettes boasting a bright “Big Sky” blue hue outsole.
The spot depicts Post coaxing his trusty but stubborn horse Jasper
over a small puddle, which playfully communicates the Weather
Hybrid collection’s waterproof features. To complement the
campaign, looks were expertly curated by stylist Catherine
Hahn.
Lead a Horse will live globally through public relations, social
media, and paid media, including OOH, and across the brand's stores
and website. Later this season, the brand will unveil a second spot
featuring Post Malone in a new men’s UGG® footwear style.
The Tasman Weather Hybrid and Neumel
Weather Hybrid are featured in the campaign and
include new standout colorways and versatile functionality. With
enhanced waterproof capabilities, these fashion-focused hybrids
fuse recognizable UGG® brand codes, like The Twin Seam, Sun Logo
Shape, and Twinface. Blending fashion and function, the Weather
Hybrid Collection encourages all-day, any-environment wear and is
available now for purchase at UGG.com, UGG® stores, and select
wholesale retailers nationwide.
- Tasman Weather Hybrid, $150: Featuring waterproof suede,
seam-sealed construction, and cozy UGGplush™ upcycled wool lining,
the Tasman Weather Hybrid offers a light, slipper feel with an easy
slip-on silhouette. The outsole is made from renewable,
rainwater-nourished sugarcane and features a permanent galosh for
wet conditions.
- Neumel Weather Hybrid, $180: The iconic heritage chukka,
The Neumel, gets a weatherized upgrade. A timeless boot made of
rich, waterproof suede, the Neumel Weather Hybrid is lined in the
UGGplush™ upcycled wool blend and finished with an outsole made
from renewable, rainwater-nourished sugarcane for all-day
cushioning and a signature Classic-like feel indoors or out. White
Spider Rubber™ outsole pods offer enhanced traction.
About UGG®
Founded in 1978 by an Australian surfer on the coast of
California, UGG® is a global lifestyle brand renowned for its
iconic Classic Boot. First worn by Hollywood royalty, fashion
editors, and then the world, UGG® designs and retails footwear,
apparel, accessories, and homewares with an uncompromising attitude
toward quality and craftsmanship. Delivering more than $1.5 billion
in annual sales, UGG® partners with the best retailers globally and
owns concept and outlet stores worldwide in key markets, including
New York, San Francisco, Los Angeles, Paris, London, Tokyo,
Shanghai, and Beijing. For more information, please visit
www.ugg.com @ugg.
About Post Malone
A 9x diamond-certified GRAMMY® Award-nominated phenomenon,
Dallas, TX artist Post Malone regularly rewrites history, blurs
boundaries, and incites internet-breaking conversation with every
move. Emerging in 2015 with a genre-less brew that inspired a
movement, he delivered the diamond-selling “Congratulations” [feat.
Quavo], achieved back-to-back #1 debuts on the Billboard Top 200,
received countless multi-Platinum certifications around the world,
and smashed one record after another with his Hot 100-topping hits.
As the writer or co-writer of all of his songs, Post Malone is one
of our generation’s literary geniuses.
Most recently, Post returned with two new singles, “I Had Some
Help” with Morgan Wallen and “Pour Me A Drink” with Blake Shelton,
off his upcoming sixth album F-1 Trillion out August 16th. “I Had
Some Help” reached #1 on the Billboard Hot 100 for six consecutive
weeks, becoming “the longest-running number one song of 2024.”
In 2023, he released his fifth album AUSTIN. That same year, he
garnered a “Best Pop Duo/Group Performance” GRAMMY® Award
nomination for “I Like You (A Happier Song)” [with Doja Cat],
marking his tenth career nomination in six years. In 2022, Post
released his fourth album, Twelve Carat Toothache, which marked his
fourth consecutive Top 5 bow on the Top 200. He even scored “the
highest-certified single in RIAA history” with “Sunflower
(Spider-Man: Into The Spider-Verse)” [feat. Swae Lee] reaching 20x
platinum, or double diamond, in the United States. This makes it
the first song to ever achieve this status, netting the biggest
single of his generation.
In 2019, his third full-length album, Hollywood’s Bleeding,
arrived at platinum status and eventually went triple platinum. It
reigned at #1 on the Billboard Top 200 for four weeks. Hollywood’s
Bleeding followed the immense success of the triple-Platinum
beerbongs & bentleys, which also landed at #1 a year prior. In
the wake of beerbongs & bentleys, Post crushed a record in
place for 54 years. He charted nine songs in the Top 20 of the Hot
100, notching “the most songs in the Top 20 of the Hot 100 ever.”
Moreover, he also trounced the record for most simultaneous Top 40
Hot 100 hits with 14.
Post’s catalog comprises the GRAMMY® Award-nominated “rockstar”
[feat. 21 Savage] (Diamond), “Sunflower (Spider-Man: Into The
Spider-Verse)” [feat. Swae Lee] (2x Diamond), “I Fall Apart”
(Diamond), “Psycho” [feat. Ty Dolla $ign] (Diamond), “White
Iverson” (Diamond), “Better Now” (Diamond), and more. It all
started with his quintuple-platinum influential 2016 debut, Stoney.
With records under his belt that will likely never be surpassed and
a generation of artists and audiences worldwide under his spell,
Post Malone simply doesn’t stop.
CONTENT Campaign photography credit: Adam DeGross Campaign video
credit: Ramez “Mezzy” Silyan Product profile imagery credit:
UGG®
View source
version on businesswire.com: https://www.businesswire.com/news/home/20241001358291/en/
Press Contact: UGG® Matty Magnin Senior PR Manager
(917) 842-2391 matthew.magnin@deckers.com
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