- UGG launched its Fall 2026 "Born to Feel" global campaign featuring three creative duos: Emily Ratajkowski with Adwoa Aboah, PinkPantheress with Rowan Blanchard, and Tyson Beckford with Julez Smith.
- The campaign frames physical comfort as a catalyst for confidence and connection, spotlighting new styles including the Enwrap Clog, Zora ballet flat, and Birch Boot II.
- The multi-generational ensemble connects runway veterans with rising fashion and entertainment talent.
- The partnership marks a continued relationship between UGG and PinkPantheress while introducing new brand faces across film, modeling, and music.
Footwear label UGG has launched its Fall 2026 “Born to Feel” global campaign. The initiative explores how physical ease sparks confidence and emotional connection. To highlight this theme, the Deckers Brands-owned company assembled six cultural figures divided into three creative pairings.
Supermodel and author Emily Ratajkowski stars alongside British model and activist Adwoa Aboah. Ratajkowski, a longtime street-style supporter of UGG who recently fronted campaigns for Tory Burch and Marc Jacobs, models the Enwrap clog. Aboah, known for her runway appearances and mental health platform Gurls Talk, wears the Classic Micro calf hair boot.
The second duo pairs musician PinkPantheress with actor Rowan Blanchard, star of Snowpiercer. Set in an after-hours school setting, the two showcase the Quill and Zora ballet flats.
The campaign also deepens the brand’s relationship with PinkPantheress. Following standout festival sets at Glastonbury and Governors Ball, she partnered with UGG for a new campaign that resonated widely across social media. Her return to UGG complements her prior endorsements with companies like Bose and Apple, positioning her as a central muse for Gen Z style.
The final pairing highlights an intergenerational conversation between modeling icon Tyson Beckford and emerging talent Julez Smith.
Beckford, recognized for his historic Ralph Lauren work, styles the water-resistant Birch Boot II opposite Smith, who continues to expand his presence following his runway debut with Luar.
The campaign reinforces UGG’s history of engaging celebrity talent, following past partnerships with Cher, Post Malone, Cardi B, and Keke Palmer.
The brand has steadily broadened its subcultural footprint across emerging creative spaces, recently tapping Kevin Abstract for its Tasman Flex campaign and enlisting Adela, Molly Santana, and Paloma Sandoval to front its Dusty Orchid launch.
Through “Born to Feel,” UGG balances heritage footwear with fresh perspectives across fashion, cinema, and music.
Takeaways
UGG’s decision to structure “Born to Feel” around distinct creative duos shows how footwear marketing has evolved past solo endorsements.
By pairing veteran icons with younger creatives, such as placing Tyson Beckford with Julez Smith, and linking high-fashion figures like Emily Ratajkowski with digital-native stars like PinkPantheress, UGG connects nostalgia directly with Gen Z culture.
Rather than relying purely on product utility, the campaign sells shared mood and interpersonal dynamic. This allows the brand to appeal to longtime buyers while remaining a staple on modern mood boards and runway street-style roundups.
How does pairing industry veterans with rising talent expand UGG’s credibility across different age groups? Does organizing campaign stars into interactive duos create more relatable content than standard solo photo shoots?
