UGG
Post Malone
TALENT STRATEGY • STRATEGIC COMMUNICATIONS • INFLUENCER STRATEGY • BRAND MARKETING
The Challenge
For its Fall/Winter 2024 season, UGG sought a men's ambassador who could authentically represent the brand's evolving product line while extending its reach into new cultural territory—someone with genuine, long-standing ties to the brand and the creative range to co-create rather than simply endorse.
Our Approach
TRN secured nine-time diamond-certified GRAMMY-nominated musician Post Malone as UGG's new men's ambassador, a partnership built around Post's own history with the brand rather than a one-off endorsement.
The collaboration launched with a global campaign film starring Post in UGG's men's Weather Hybrid Collection, followed by a second campaign spot spotlighting the Heritage Pull-On TrailGazer boot in a Western-inspired short film.
Post shared the campaign directly with his audience through two posts on his main feed, and the partnership extended into experiential territory with Feel House Los Angeles, UGG's multi-sensory retail concept, which Post co-curated and opened with an intimate live performance for an invite-only crowd of tastemakers.
Measuring Success
The campaign drew coverage from top fashion and culture outlets—including GQ, Hypebeast and Complex.
Together, the ambassador partnership and experiential activation positioned UGG's AW24 season within both music and fashion culture, reinforcing the brand's reach with new audiences beyond its core base.
114M+
CAMPAIGN
MEDIA REACH
267M+
FEEL HOUSE
SOCIAL REACH
EXPERTISE
Celebrity Campaign Strategy ● Talent & Ambassador Partnerships ● Cultural Relevance ● Media Relations ● Multi-Channel Campaign Management ● Audience Engagement ● Community Building ● Content Strategy & Production
