UGG Australia, owned by Deckers Outdoor, is partnering with NFL star quarterback 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.”
At the time of Deckers Outdoor Corporation's acquisition in 1995, sales of the brand were $17 million. In the fifteen years since, UGG 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 retail stores worldwide. Sales in 2010 are expected to exceed $800 million.
“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 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.”
Brady recently signed an endorsement deal with Under Armour after being with Nike for years.