Ugg launches 'Born to Feel' brand platform with global pop-up tour

Ugg has introduced Born to Feel, a long-term global brand platform, and will start a related series of consumer events in New York City this weekend. The brand, a division of Deckers Brands, said the platform is built around the comfort associated with its products and is designed to run across product, culture and experience rather than as a single seasonal campaign.

Born to Feel launches alongside Ugg Season, the brand's autumn retail moment. "Ugg has always understood the power of feeling. It begins with the physical experience of our product, but what that comfort enables has always been much bigger: confidence, self-expression and connection," said Ugg brand president Anne Spangenberg, who described the platform as naming a belief the company had already been building across its business.

The first physical activation runs at Gansevoort Plaza in New York's Meatpacking District on September 26 and 27. Visitors enter through a grove of autumn trees into a set of oversized seasonal installations, including a maple leaf chair, pumpkins, a squirrel made from Ugg materials and a swing set built from shearling. The site also carries a customisation bar and fall-themed food, including popsicles.

Activity then moves to other markets. In North America, selected Ugg stores will offer seasonal treats, in-store personalisation and a limited-edition disposable camera as a gift with purchase. European activations are planned for stores in Paris, Athens, London, Berlin and Milan, with local DJs, customised coffee cups, keychains and pop-up spaces; Japan gets a pop-up near the Tokyo flagship store; and China will see themed cookies and a shearling-inspired Airstream truck, followed by further events in Beijing and Chengdu.

The investment in brand marketing comes as international markets carry more of Ugg's growth. Deckers reported Ugg net sales of 2.74 billion dollars for the financial year ended March 31, 2026, an increase of 8.2 percent, while group international sales rose 26.8 percent to 2.28 billion dollars. Growth has since slowed, with Ugg net sales up 4.9 percent to 278 million dollars in the first quarter of fiscal 2027 and the parent company guiding to mid-single-digit growth for the brand across the full year.

The events follow the September 1 debut of the Born to Feel advertising campaign, which was fronted by PinkPantheress, Rowan Blanchard, Emily Ratajkowski, Adwoa Aboah, Tyson Beckford and Julez Smith.

Ugg was founded in 1978 and sits alongside Hoka and Teva in the Deckers Brands portfolio, which sells in more than 50 countries and territories.