A new UGG campaign was devised to broaden the American brand's range of appeal. Previously, the iconic suede boots were first popularized by surfers, however they became closely linked to demographics of younger women not too long after this. With Vic Mensa's help, the brand aims to sell to fashion-savvy men as well.
With Footaction, UGG created a short commercial to promote the collection -- where the rapper is shown exploring his home city of Chicago in the boots. Speaking to his involvement in the UGG campaign, Vic Mensa stated, "When someone like me wears UGG, it’s kind of like repurposing the brand from its original concept, which was made for surfers. I think it’s dope that they’re taking new perspectives."