UGG is perhaps best-known for its line of sheep's skin boots for women. However, a new campaign starring New England Patriot's quarterback Tom Brady is looking to change that connection.
The shoe company's fall fashion line will be led by Brady, with a special highlight in a TV commercial called "Invisible Game." In it, the Super Bowl winning quarterback starts an impromptu, invisible football scrimmage with fellow airport travelers. He organizes a group of adult men into offensive and defensive formations then throws a Hail Mary pass to a young boy after giving the adoring fan a knowing nod.
UGG Australia president Connie Rishwain told the Boston Globe that the company is trying to transcend its image as a women's brand. Brady's airport football game is designed to show how the products can fit into a masculine lifestyle.
"We were lacking awareness," Rishwain said. "Men perceived us as a women's brand. But now, bringing [Brady] into the picture, men are like, 'Oh they make men's shoes, not just sheep's skin boots.'"
Jim Andrews, a senior vice president with IEG LLC, a sponsorship consultancy, said that Brady was essentially the perfect package for an advertiser. His good looks will appeal to both men and women and he's a great athlete who has led his team to multiple championships.
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