UGG发布返校季品牌营销活动和新品系列

UGG® Celebrates Back-to-School With a Campaign Championing Self-Expression Through the Arts
Starring Alternative-Pop Band MUNA, Brand’s Integrated Back-to-School Campaign Includes a Nationwide College Ambassador Program & Connected Retail Experiences—All Celebrating Creativity, Craftsmanship, & Self-Expression
SANTA BARBARA, Calif.--(BUSINESS WIRE)-- Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) is showing up in a big way this Back-to-School season, redefining what it means to head back to the classroom with a collection that blends craftsmanship, quality, and artistic self-expression. Inspired by the artists, musicians, and students shaping the next generation of culture, the campaign is anchored by the debut of the Ultra Mini Bailey Bow, available exclusively at UGG® and Journeys for the first 30 days, alongside an assortment of new and iconic footwear and apparel. Crafted with premium materials—including the brand’s signature suede, sheepskin, and UGGplush™—the collection is made to last, delivering timeless style and everyday versatility for every generation. Whether it's a first day of elementary school, a move onto campus, or anywhere in between, UGG® continues to prove that great style and enduring quality are the ultimate school essentials.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260723773091/en/
“Back-to-school is more than a shopping season—it’s a cultural moment. It’s a time when students discover who they are and express themselves through fashion, music, art, and creativity. This season, we're celebrating the role the arts play in inspiring confidence and individuality, and how UGG helps people show up as their most authentic selves.”
–Tracy Paoletti
General Manager & Vice President of UGG® North America
“Music has been a way for us to create and connect for most of our lives, as a band and individually. We appreciate the long-standing partnerships UGG has with important organizations such as Queer|Art, their support of CHICXS ROCKERXS SELA around this specific partnership, and that they are putting the arts at the center of their Back-to-School campaign and encouraging younger folks to embrace whatever makes them feel most like themselves.”
–MUNA
Back-to-School Campaign by UGG®
At the heart of the season is a campaign celebrating the artistic communities that define back-to-school—from musicians and artists to creatives and students. Fronted by acclaimed alternative-pop band MUNA and featuring students of all ages, the campaign spotlights the confidence that comes from embracing individuality. As they enter a bold new chapter with their new album, Dancing On The Wall, MUNA continues to push creative boundaries through emotionally honest songwriting and a distinct visual point of view, making them a natural partner for a campaign that champions authenticity, originality, and showing up exactly as you are. Together with a cast of young creators, artists, and students, the campaign transforms everyday school spaces into creative studios—celebrating the many artistic disciplines that inspire the next generation to express themselves. Captured at Santa Monica High School in Los Angeles, California, the campaign was brought to life under the creative direction of Tastebuds Creative.
College Ambassador Program
Building on the campaign’s celebration of artistic expression, UGG® is bringing its Back-to-School story directly to campus through a student creator program featuring emerging artists and creative voices from leading art and design schools across the U.S. and Canada. Partnering with emerging creatives—including students from institutions such as the Savannah College of Art and Design Atlanta (SCAD), the Fashion Institute of Design and Merchandising (FIDM), the School of the Art Institute of Chicago (SAIC), and others—the program spotlights the next generation of artists, designers, and tastemakers. Throughout the season, these creators will share their unique perspectives and personal style while showcasing the Back-to-School collection through original content inspired by their own creative disciplines.
Representing disciplines ranging from fashion design, animation, and printmaking to illustration and filmmaking, these creators reflect the campaign's belief that creativity takes many forms.
Supporting the Next Generation of Creatives
As part of its ongoing commitment to fostering creativity and bold self-expression, UGG® proudly partners with Queer|Art, a nonprofit supporting LGBTQ+ artists through intergenerational mentorship, resources, and community. Together, the year-round partnership empowers the next generation of LGBTQ+ creatives through grants, experiences, and community programming, reinforcing the UGG® brand’s investment in expanding access to the arts and creating opportunities for emerging talent.
Building on that commitment, the UGG® brand has also donated to Chicxs Rockerxs South East Los Angeles (CRSELA) through its Back-to-School campaign and partnership with MUNA. The donation supports CRSELA’s mission of empowering youth through music, mentorship, and social justice, furthering the brand's dedication to championing underrepresented communities and inspiring individuals to boldly express themselves through creativity.
UGG® Retail Experience
The celebration continues in stores with a series of retail experiences designed to extend the campaign's celebration of creativity beyond the purchase. Beginning August 1, consumers who spend $150 or more at participating UGG® stores will receive a custom UGG® coloring book and crayon pack as a gift with purchase, while supplies last. Featuring original illustrations inspired by the brand's heritage, iconic silhouettes, and seasonal moments, the interactive keepsake invites guests of all ages to engage with the brand in a playful, creative way long after they leave the store—inviting them to become artists themselves.
To further support the academic community, UGG® is proud to offer students 10% off footwear and apparel through UNiDAYS and teachers and educators 10% off through SheerID at UGG® stores and UGG.com, helping make premium craftsmanship and timeless style more accessible throughout the school year.
Product Collection Details
This season’s Back-to-School collection brings together UGG® icons and new arrivals thoughtfully designed for everyday wear and creative self-expression.
Leading the women’s footwear assortment is the new Ultra Mini Bailey Bow, reimagining the fan-favorite silhouette with playful satin bows and the UGG® brand's signature soft sheepskin for a fresh take on everyday style. Joining the lineup are the Lowmel Mule, an effortless sneaker-mule hybrid, the Quill Mary Jane, which blends retro sneaker influences with ballet-inspired styling, and the Zora Ballet Flat, a modern interpretation of a timeless silhouette crafted with premium suede, plush sheepskin, and a lightweight sugarcane EVA outsole.
Returning men’s footwear favorites include the iconic Tasman, refreshed with enhanced comfort and heritage-inspired details; the Lowmel, back for the season with its signature laid-back sneaker styling; and the Minimel, a low-profile sneaker crafted with a mixed-material suede and recycled textile upper, dual-lace styling, and an ultra-light sugarcane EVA outsole for effortless, all-day comfort. New to the lineup is the Deckmel, a casual boat shoe-inspired silhouette that blends timeless design with everyday wearability.
The new Ultra Mini Bailey Bow leads the season’s kids’ footwear lineup, joining the beloved Lowmel, Tazz and Tasman to bring signature UGG® comfort and style to the classroom and beyond. Designed with lightweight cushioning, premium materials, and playful details, the collection makes back-to-school dressing effortless—and offers matching adult styles for coordinated family moments.
Rounding out the adults’ collection are coz