Global lifestyle brand UGG (a division of Deckers Brands) is proud to announce a partnership with nine-time diamond-certified GRAMMY Award-nominated phenomenon Post Malone. From his multifaceted endeavours to his genre-blending music and distinctive personal style, Post Malone reflects the UGG brand’s values by showing how the power of individual expression can create inspiration, community, and connection.
The partnership encompasses a global campaign, of which the first film debuts today featuring the UGG men’s Weather Hybrid Collection.
“I’ve been a UGG fan since high school and feel so good wearing the boots. I even had a custom camo pair made for me last year,” said Post Malone. “That’s why I’m so excited to work with the brand and bring in my crew for this new campaign. Being comfortable to express myself has always been at my core, and that’s why this is such a killer partnership.”
Post involves his community–like producer and campaign co-creator Ramez “Mezzy” Silyan, longtime stylist Catherine Hahn, and photographer Adam DeGross–in everything he does, from creative collaborations to work behind the scenes. He is known for his genuine interactions with his creative crew and fans, both online and in person.
“We’re thrilled to have Post Malone as our new men’s ambassador,” said Anne Spangenberg, President of UGG. “UGG is all about being comfortable to express yourself, so to partner with Post Malone to express his creativity and co-create our new campaign with us is truly an honour.”
Conceptualised and shot by friend and co-creator Mezzy, the global campaign Lead a Horse features the UGG men’s Weather Hybrid collection, a refreshed take on the brand’s iconic Neumel and Tasman silhouette boasting a bright “Big Sky” blue hue outsole. The spot depicts Post coaxing his trusty but stubborn horse Jasper over a small puddle, which playfully communicates the Weather Hybrid collection’s waterproof features. To complement the campaign, looks were expertly curated by stylist Catherine Hahn.
Lead a Horse will live globally through public relations, social media, and paid media, including OOH, and across the brand’s stores and website. Later this season, the brand will unveil a second spot featuring Post Malone in a new men’s UGG footwear style.
The Tasman Weather Hybrid is featured in the campaign and includes new standout colourways and versatile functionality. With enhanced waterproof capabilities, these fashion-focused hybrids fuse recognizable UGG brand codes, like The Twin Seam, Sun Logo Shape, and Twinface. Blending fashion and function, the Weather Hybrid Collection encourages all-day, any-environment wear and is available now for purchase at au.UGG.com or nz.ugg.com, UGG stores, and select wholesale retailers nationwide.
Post Malone’s collaboration will animate across digital media, out-of-home advertising and brand channels, including social media, e-commerce, and retail stores.
