UGG For Men Launches “For ___ For Men” Integrated Campaign Featuring Tom Brady

  UGG For Men Launches “For ___ For Men” Integrated Campaign Featuring Tom

Business Wire

NEW YORK -- September 3, 2013

UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQ: DECK), will
launch its new integrated media campaign entitled “For ___ For Men” for the
fall 2013 season on Tuesday, September 3, 2013. The four-month long campaign
will celebrate men from all walks of life who illustrate dedication, talent
and passion in their day-to-day lives. Each month will present a different
theme: For Game Changers, For Role Models, For Leaders, For Mentors. The
campaign will also feature a new spot called “For Gamechangers,” featuring UGG
for Men ambassador Tom Brady.

"We know that when men are comfortable, they are confident, and that
confidence is what defines the UGG man,” said Nancy Mamann, Vice President of
Marketing for UGG Australia. “The fall campaign opens up this insight and
takes a closer look at the kind of men we are talking about, starting with Tom

Link to “For Gamechangers” 60 second spot:

Link to “For Gamechangers” behind the scenes video:

Directed by award-winning filmmaker Spencer Susser, the “For Gamechangers”
spot chronicles Tom Brady’s journey from high school athlete to Super
Bowl-winning NFL player and consummate man of character. “The bus is one of my
favorite places to be,” said Brady. “We have this focused energy that builds
as we prepare for battle and there is a sense of camaraderie you can’t find
anywhere else.” UGG brings this energy through the spot, which was shot on a
custom-built 250-foot set on a sound stage in Los Angeles, which took almost
two full weeks to design, fabricate, and erect.

“For Gamechangers” depicts Tom as he walks through what at first appears to be
a team bus, but is later revealed to be a journey through the game changing
moments in his life. Highlighting character-building moments from his youth,
the spot starts at Junipero Serra High School, moves onto the University of
Michigan locker room, through the 1999 draft, and the media craze of his Super
Bowl Championship, and ends outside the stadium on game day. Great attention
was paid to detail and authenticity in the spot. From using era-specific
Junipero Serra football jerseys and baseball uniforms as well as University of
Michigan helmets, to the depiction of Mr. and Mrs. Brady’s 1990’s era living
room, each element adds the veracity demanded through the story of Tom’s
journey, and provides intriguing discoveries for true fans of the game and the

The “For Gamechangers” spot will be accompanied by a print campaign featuring
Tom Brady, and shot by the famed photographer and filmmaker Carter Smith whose
cinematic-style editorials have appeared in GQ, Vogue, Allure and L’Uomo Vogue
magazines, and who has directed commercials for clients such as Tiffany & Co.,
Tommy Hilfiger Fragrance, Lancôme and Lacoste. Smith’s first film, Bugcrush,
received the Sundance Jury Prize in 2006 in Short Filmmaking, and his first
feature film The Ruins, was released in 2008.

The “For ___ For Men” integrated campaign will run between September through
December 2013 in Print, Digital Display (including Rich, Interactive Media and
Online Videos), Out of Home, Mobile and Social. Print will run in Esquire, GQ,
Complex and the Patriots Yearbook; out of home will focus on the New York, Los
Angeles and Boston markets. Digital will play a large role in this campaign
with paid pre-roll video running on CBS, CNE (Conde Nast Entertainment), Zefr
and YouTube, along with rich paid digital on high impact sites including CBS
Sports, Conde Nast, ESPN, Esquire, Flavorpill, FoxSports, Urban Daddy, Yahoo,
Millennial Media, Spotify, GQ, Facebook and Twitter.

UGG for Men will concurrently launch a social media contest, inviting
consumers to nominate their friends and colleagues as #uggmenofcharacter on
Tumblr and Instagram, which will culminate in a $10,000 grand prize for the
most votes submitted. UGG will kick off the contest in mid-September through a
high profile launch event in New York City, highlighting some of New York
City’s own #uggmenofcharacter nominees and luminaries.

The creative was produced by M&C Saatchi, Los Angeles, the media was planned
and purchased by KSL Media, Los Angeles, Social Media support provided by
360i, and PR support provided by M&C Saatchi PR, New York.

All products will be available at, at flagship locations
and at select retailers, worldwide.UGG Australia social media platforms
include Facebook, Twitter, Vine, Pinterest in addition to a branded blog
entitled Plush Hour.


Deckers Outdoor Corporation (NASDAQ: DECK) strives to be a premiere 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.
UGG® Australia, Teva®, Sanuk®, TSUBO®, Ahnu®, MOZO® and HOKA ONE ONE® are
registered trademarks of Deckers Outdoor Corporation. For more information,


M&C Saatchi is the world's largest independent marketing communications group,
with 26 offices in 18 countries. The network employs more than 1,800 people
who service over 200 clients, spanning advertising, digital marketing, social
marketing, mobile, 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 called "the fastest growing start-up in advertising
history" by Adweek. The LA agency has produced iconic work for Ketel One,
Crystal Cruises, Qantas, San Diego Zoo, New Mexico Tourism Department, Google,
and the California Department of Public Health. For more info, please see


An independent media services company, KSL Media has been helping
entrepreneurial companies and challenger brands connect with their most valued
customers since 1981. With offices in New York, Los Angeles, and Las Vegas,
KSL manages media investments across numerous business categories for clients
including Bacardi, Toshiba, UGG Australia, PetSmart, Frontier Communications,
Guitar Center, Friendly's, Omega, Swatch, Phillips 66, Curacao Tourism Board,
Sizzler, City National Bank, and Mercury Insurance. For more information,

ABOUT 360i:

360i is an award-winning digital marketing agency that drives results for
Fortune 500 marketers through insights, ideas and technologies. 360i helps its
clients think differently about their online presence and evolve their
strategies to take advantage of the new world of marketing communications –
one where brands and consumers engage in interactive and multi-directional
conversations. Ad Age recently named 360i the #2 Agency in the country in its
2013 A-List issue and also named it one of the "Best Places to Work" in
Marketing & Media for two years running. Current clients include Oreo,
Coca-Cola, Bravo and Diageo, among others. For more information, please visit or follow us on Twitter @360i.


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

Photos/Multimedia Gallery Available:



UGG Australia
Emma Oldenkamp
(O): 212-247-8552
M&C Saatchi PR
Mark Tanno
(O): 646-619-2814
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