September 08, 2011 at 14:13 PM EDT
UGG® Australia Launches Campaign Targeting Men

UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), today unveiled its first broadcast commercial, part of an integrated multi-media marketing campaign to support its men’s collection. Featuring quarterback Tom Brady and music by Mos Def, the “Steps” spot will air nationally on Monday Night Football on ESPN on September 12 and is the lead component of a campaign that includes additional TV, online digital, national print and outdoor media and showcases the brand’s range of men’s footwear as well as select outerwear, apparel and accessories.

UGG(R) Australia, a division of Deckers Outdoor Corporation, today unveiled its first broadcast comm ...

UGG(R) Australia, a division of Deckers Outdoor Corporation, today unveiled its first broadcast commercial, part of an integrated multi-media marketing campaign to support its men's collection. Featuring quarterback Tom Brady and music by Mos Def, the "Steps" spot will air nationally on Monday Night Football on ESPN on September 12 and is the lead component of a campaign that includes additional TV, online digital, national print and outdoor media and showcases the brand's range of men's footwear as well as select outerwear, apparel and accessories. (Photo: Business Wire)

“Launching our men’s campaign with TV illustrates the commitment we have to this initiative and to our partnership with Tom Brady,” said UGG® Australia president Constance X. Rishwain. “Working with Tom allows us to celebrate the heritage of UGG and at the same time introduce it to a new generation of modern men like him who appreciate great design paired with the UGG ‘inside’ experience.”

The three-time champion stars in a :30 second spot called “Steps” with music by hip hop artist Mos Def that can be seen on Monday Night Football and launches across online digital media platforms including ESPN.com, CBS.com, Pandora, Hulu and Brightroll on September 7. The “Steps” spot follows Tom Brady through the steps of his life. Wearing a variety of UGG Men’s footwear, viewers follow him on his journey through changing seasons and environments that ultimately lead to the stadium.

The spot, created by ad agency M&C Saatchi, Los Angeles was shot by Icelandic directing team the Snorri Brothers. Using their invention, The Snorri Cam - a camera that is attached to a weight belt and stabilized at the hips - they were able to capture one-of-a-kind imagery. House Design & Film, Los Angeles created the national print and OOH campaign featuring Brady. The national print publications include GQ, Esquire, Details, ESPN the Magazine and Men’s Journal, while outdoor media can be seen on tall walls in New York, Boston and Los Angeles. Three other campaign spots—“Drums”, “1000 CCs” and “New York City”, will air online and focus on the featured Fall/Winter 2011 product in the collection.

The films, along with outdoor executions, and digital components, were also created with M&C Saatchi, Los Angeles. M&C Saatchi, Los Angeles is working hand in hand with two other agency teams: M&C Saatchi PR in New York, which together with the UGG PR team, is managing the public relations initiative for the “UGG for Men” campaign, and KSL Media in Los Angeles, which created an integrated media strategy.

The distinctive and stylish products featured in the campaign include the Roxford twinface sneaker, the Rockville motorcycle inspired boot, the cold weather Butte boot, the rugged Stoneman boot and the Ascot slipper. “Our goal is to introduce men to the UGG experience through this campaign by pairing the rugged, masculine design sensibility of our collection with the unique comfort you get only when you put your foot inside our shoes and take a few steps,” continued Rishwain. The products features UGG craftsmanship paired with the premium twinface sheepskin that delivers the ultimate UGG experience, and is available at retailers worldwide and at www.uggaustralia.com.

For more information on the ‘UGG for Men’ campaign or to receive samples of the Roxford, Rockville, Stoneman, Butte or Ascot, the media may direct their inquiry to Kristen Thomason or Lindsey Dicola at 212-247-8552 or at kthomason@deckers.com or Lindsey.dicola@deckers.com.

About Deckers Outdoor Corporation:

Deckers Outdoor Corporation strives to be a 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®, Simple®Shoes, UGG® Australia, TSUBO®, Sanuk® and Ahnu® are registered trademarks of Deckers Outdoor Corporation.

About M&C Saatchi Los Angeles:

M&C Saatchi is the world's largest independent agency, with 25 offices in 18 countries. The network employs more than 800 people who service over 200 clients, spanning advertising, media buying, digital marketing, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ and was "the fastest growing agency in advertising history" by Adweek. The agency has produced iconic work for Ketel One, Crystal Cruises, Qantas Airways, San Diego Zoo, New Mexico Tourism Department, PETCO, British Airways and the California Department of Public Health. For more info, please see www.mcsaatchi.com.

About M&C Saatchi PR:

M&C Saatchi PR serves as the creative communications arm of M&C Saatchi Group. With several public relations offices around the world, including New York, London and Sydney, M&C Saatchi PR in New York specializes in four key practice areas: Consumer, Sports & Entertainment, Digital & Social Media, and Multicultural Outreach. For more info, please see www.mcsaatchi.com.

About KSL Media:

KSL Media is one of the largest and fastest growing independent media services companies in America. It specializes in helping entrepreneurial companies acquire and retain their best customers. KSL works with clients across numerous categories including Toshiba, Bacardi, Publisher’s Clearing House, ConocoPhillips, Mercury Insurance, Anna’s Linens, Curacao Tourism Board, United Way of Greater Los Angeles and Sizzler. KSL has offices in New York, Los Angeles and Las Vegas. For more info, please see http://www.kslmedia.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6853350&lang=en

Contacts:

UGG Australia
Kristen Thomason, 212-247-8552
kthomason@deckers.com
or
M&C Saatchi PR
Jonathan Schecter, 646-592-3437
jonathan.schecter@mcsaatchi.com
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