UGG Launches New GoldenRise Sandal Featured on HANNI as Spring/Summer 2025 Global Brand Ambassador
MWN-AI** Summary
UGG®, a prominent Southern California lifestyle brand under Deckers Brands (NYSE: DECK), has unveiled its new GoldenRise sandal, a versatile three-in-one footwear option, as part of its Spring/Summer 2025 global campaign featuring music sensation HANNI as the brand ambassador. This marks their second collaboration, reinforcing the partnership's emphasis on the customizable nature and everyday wearability of the GoldenRise. The campaign captures the essence of “Big Spring Energy,” showcasing HANNI engaging in various summer activities, from lounging on terraces to night outings with friends, all while donning the chic GoldenRise sandals.
The GoldenRise sandal stands out with its adjustable 100% recycled polyester straps, allowing wearers to style it as a slide, slingback, or wrap sandal, thereby emphasizing comfort and flexibility in design. The campaign, highlighted by vibrant and playful visuals, aims to evoke feelings of joy and renewal synonymous with the spring season. It includes engaging promotional strategies such as wild postings and hand-painted wallscapes in major cities like Los Angeles and New York, along with digital displays across key global cities including London, Berlin, and Seoul.
With a rich heritage dating back to 1978, UGG® has grown exponentially, boasting over $2 billion in annual sales and establishing itself as an industry leader in footwear and lifestyle fashion. The GoldenRise sandals are set to be available on UGG.com, in UGG® stores, and select retailers. This innovative product release not only signifies a trend-forward expansion in UGG’s offerings but also showcases its commitment to sustainability through the use of eco-friendly materials.
MWN-AI** Analysis
The recent launch of UGG®'s GoldenRise sandal, featuring the talented HANNI as the global brand ambassador for Spring/Summer 2025, signals an exciting chapter for the Southern California-based brand. This three-in-one customizable sandal, which can be worn in multiple styles, offers versatility that resonates with consumers seeking both functionality and fashion. Given HANNI’s rising star power and her status as a cultural icon, this partnership is positioned to significantly enhance UGG®’s market visibility among younger demographics.
As a division of Deckers Brands (NYSE: DECK), UGG® is well-known for its strong performance in the footwear sector, generating annual sales in excess of $2 billion. The bold marketing strategy surrounding the GoldenRise, with extensive global campaigning through vibrant digital displays and unique street ads, showcases UGG®’s commitment to innovative branding. These initiatives not only enhance consumer engagement but also bolster brand relevance in a competitive landscape.
Investors should take note of the potential long-term benefits of this campaign. Collaborations with influential personalities like HANNI can drive both sales and brand loyalty, particularly in key growth markets such as Asia, where K-pop fans are deeply engaged with celebrity-endorsed products. UGG®’s focus on sustainability with 100% recycled material in its creation also aligns with current consumer trends favoring eco-friendly products.
In terms of market strategy, buying shares of DECK could be a prudent decision in light of this launch. Analysts recommend keeping an eye on sales performance metrics following this campaign, especially in major urban centers where the campaign is prominently visible. Should UGG® successfully capture the intended audience, a positive trajectory in stock performance could follow, presenting a favorable opportunity for investors looking to capitalize on the footwear brand's evolving market presence.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Brand & Musician Join Forces for the Second Time to Debut New Spring Fashion Footwear in Global Campaign
Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) evolves its sandal offering with the new GoldenRise , a three-in-one platform style. In a Spring/Summer 2025 global campaign fronted by HANNI , the musician returns to be the global face of the brand’s new campaign, which highlights the wearability of the customizable silhouette throughout the ultimate summer day.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250313026182/en/
Campaign + product photography content credit: UGG®
Rooted in joy, renewal, vibrancy, and warmth, UGG® and HANNI explore the magnetic, effortless feeling that is “Big Spring Energy.” HANNI brings the brand along as she takes the newest UGG® offering from day to night. A morning spent relaxing on an outdoor terrace, vibrant manicures, and pedicures adorned with the GoldenRise, to a night out with friends– Ayumi , Jenny , and Yoyo –shared on social media for fans to follow along. Bold, fun, and playful, the campaign evokes the light feeling HANNI emits.
To further celebrate the global campaign and HANNI’s ambassadorship, the brand has rolled out wild postings and exclusive, hand-painted wallscapes of UGG® Spring/Summer 2025 campaign images of HANNI to capture the attention of passersby. Starting on March 10, 2025, the eye-catching hand-painted images of HANNI can be seen in Los Angeles, CA (March 10) and New York City, NY (March 31). Additionally, digital displays via subways, tram wraps, billboards, taxi cabs, buses, and more, can be seen in key cities globally: London, England (May 5), Berlin, Germany (March 13), Paris, France (April 29), Harajuku, Japan (March 13), Incheon, South Korea (March 29), Seoul, South Korea (March 13), Taipei, Taiwan (March 13), and Taichung, Taiwan (April 1).
Bringing the distinct feel of UGG® to spring, the brand unveils this season’s iteration of the Golden Collection for warmer weather. The GoldenRise, a key style in the offering, features a customizable strap that can be worn in three ways: as a slide, slingback, or wrap sandal.
Crafted to shine, the GoldenRise features 100% recycled polyester straps that offer adjustability across the top of the foot, while the back strap can be wrapped around the ankle, swapped for a shorter slingback, or removed completely to make a slide. The Sun Logo Shape, a vital brand code, is imprinted on the bottom of the sole. Paying homage to its California heritage, the Sun Logo Shape symbolizes the brand’s key pillars of connection, community, and comfort. This is just one of the many ways the UGG® community leaves a mark and shines together.
The GoldenRise sandal seen on HANNI in the global Spring/Summer 2025 campaign is available at UGG.com , UGG® stores, and select wholesale retailers nationwide.
About UGG®
Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors, and then the world, UGG® designs and retails footwear, apparel, accessories, and homewares with an uncompromising attitude toward quality and craftsmanship. Delivering more than $2 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit ugg.com @ugg .
About HANNI (She/Her)
HANNI experienced sensational success with NewJeans immediately upon her debut milestone in July 2022, followed by continued success both in Korea and abroad with every subsequent song release. Consequently, the group swept the major awards ceremonies in Korea in 2023 and followed this up with a series of wins at renowned international events—including being named “Top Global K-Pop Artist” at the 2023 Billboard Music Awards and winning “Group of the Year” at the 2024 Billboard Women in Music Awards in the US. Their global influence and popularity are also demonstrated by their partnerships with top-tier international brands, with all members serving as ambassadors for luxury brands.
About Ayumi (She/Her)
Ayumi is half Columbian and Peruvian, and raised in Tokyo. With her natural beauty and well-toned body, she started her career as a model at the age of 18. She has been very active in a wide range of fields including sports brands, high-end brands, beauty, and lingerie shoots. Ayumi also has many fans as an influencer from her very unique creative content.
About Jenny (She/Her)
Jenny Park is a model with a multicultural background, being half Nigerian and half Korean. As Jenny dreamed of becoming a model when she was in primary school, she taught herself how to work on YouTube in the third grade. Her efforts were very successful, and she eventually received the Silver Play Button. Not only did she inspire teens to become successful models and creators, but she also motivated those from multicultural backgrounds to pursue success in the entertainment industry.
About Yoyo (She/Her)
Born and raised in Korea, I left for Australia in my early twenties. The three years I spent there became a turning point in my life, and it was a journey to discover the "Yoyo" persona that I am today. My experience in Australia completely transformed me. Surrounded by new cultures and people, I found myself and worked hard to achieve the life I had always dreamed of. The process was not easy, but now I walk confidently on the path I have chosen, no longer tied to the past. Now, I am moving toward my dreams, living a life that opens new possibilities every day. Every moment in this journey has made me stronger and taught me to love myself. Not only has Yoyo been modeling in Korea, but she has also appeared on Korean TV reality programs such as Physical 100 on Netflix and Kick a Goal on national television, showcasing the independence and strength of women.
HIGH-RES CONTENT
Campaign + product photography content credit: UGG®
View source version on businesswire.com: https://www.businesswire.com/news/home/20250313026182/en/
Press Contacts:
U GG®
Matty Magnin
Senior PR Manager
Mobile: (917) 842-2391
matthew.magnin@deckers.com
Sarajane McQuaid
Associate PR Manager
Mobile: (913) 744-7553
sarajane.mcquaid@deckers.com
Karla Otto New York
Erica Morelli
Senior Director
Mobile: (917) 863-6276
erica.morelli@karlaotto.com
Zachary Leis
Account Director
zachary.leis@karlaotto.com
FAQ**
How does the partnership between UGG® and musician HANNI contribute to the brand's visibility and sales, considering Deckers Outdoor Corporation DECK's focus on lifestyle branding?
What specific marketing strategies is Deckers Outdoor Corporation DECK employing to leverage HANNI's popularity in the Spring/Summer 20campaign for the GoldenRise sandal?
In what ways could the unique design features of the GoldenRise sandal impact consumer engagement and brand loyalty for Deckers Outdoor Corporation DECK?
How will the global campaign rollout across major cities influence brand perception and sales for Deckers Outdoor Corporation DECK in diverse markets?
**MWN-AI FAQ is based on asking OpenAI questions about Deckers Outdoor Corporation (NYSE: DECK).
NASDAQ: DECK
DECK Trading
-0.39% G/L:
$107.73 Last:
501,284 Volume:
$108.01 Open:
