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."
Key Themes Behind This Trend
- Fashion-forward Footwear Marketing
- Opportunities to rebrand foot apparel for style-oriented demographics with creative marketing tactics featuring influencers and notable figures like Vic Mensa.
- Gender-neutral Fashion Advertising
- Opportunities to expand product appeal by reimagining gender roles in advertisements and targeting audiences that defy binary conventions.
- Reinvented Brand Perception Through Association
- Opportunities to redefine brand perception and reinvent product lines through celebrity and musician associations that offer new perspectives and broaden target demographics.
Where This Applies
- Apparel Industry
- The industry can capitalize on marketing campaigns that feature creative and unorthodox associations to broaden the appeal of products beyond conventional demographics.
- Advertising Industry
- The industry can facilitate the change from conventional advertising standards and provide platforms for unorthodox campaigns with creative influencers and notable figures.
- Music Industry
- The industry can create profitable symbiosis with fashion and apparel brands through celebrity endorsements, and provide artists like Vic Mensa opportunities in brand ambassador roles.
