UGG Australia announced that it is partnering with NFL superstar Tom
Brady of the New England Patriots to launch its first men's marketing
initiative. The multi-year collaboration between the three-time Super
Bowl champion and the brand will include Brady's casual footwear as well
as select outerwear and accessories. UGG Australia will feature Brady
in its global multimedia marketing initiative beginning with the fall
2011 collection.
"This partnership marks a new season for UGG
Australia, and Tom Brady is the ideal first endorser for the brand,"
said Deckers Outdoor Corporation Chairman and CEO Angel Martinez."He
embodies the stylish casual attitude that is at the foundation of every
product we make, and is as much a style icon off the field as he is a
playmaker on it."
Since 1978 when an Australian named Brian Smith
first brought the high-quality sheepskin boots worn by surfers to the
United States, UGG Australia has expanded its product offerings to
include a full range of men's cold weather boots, slippers and casual
shoes, as well as outerwear and men's accessories. In recent years, the
brand history has been eclipsed by the phenomenal success of its women's
business. UGG Australia's women's products include a broad assortment
of footwear including boots, casuals, slippers, handbags, outerwear, and
accessories.
At the time of Deckers Outdoor Corporation's
acquisition in 1995, sales of the brand were $17 million. In the fifteen
years since, UGG Australia has expanded both its production and
distribution significantly, adding new products and new lines, including
a broad assortment of footwear, outerwear, handbags and accessories,
and opening 25 company-owned UGG Australia retail stores worldwide. With
sales in 2010 expected to exceed $800 million, UGG Australia has been
recognized as one of the biggest success stories in the footwear
industry in recent decades.
"Given the global phenomenon that is
UGG Australia's women's business, it's easy to forget that we started as
a men's brand among California surfers," said UGG Australia President
Constance X. Rishwain."Collaborating with Tom gives us the unique
opportunity to create new energy around our men's product and launch our
first marketing campaign targeted to the male consumer."
UGG
Australia will launch the men's marketing campaign with its first
athlete endorser in the fall of 2011 with a global campaign. Brady will
also consult on product inspiration for future seasonal collections.
"I
have worn and loved the UGG brand for a long time," added California
native Tom Brady."This collaboration gives me an opportunity to work
with a leading global brand with a great history and a true vision for
the future of its men's collection.It's an exciting time to be part of
the UGG Australia team."
Deckers Outdoor Corporation is the
premier lifestyle marketer that builds niche brands into global market
leaders by designing and marketing innovative, functional and
fashion-oriented footwear developed for both high performance outdoor
activities and everyday casual lifestyle use. Teva, SimpleShoes, UGG
Australia, TSUBO, and Ahnu are registered trademarks of Deckers Outdoor
Corporation.
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