Post Malone Leads a Horse to Water in Global UGG Campaign

For Autumn/Winter 2024, Southern California-based global lifestyle brand UGG announced a partnership with nine-time diamond-certified GRAMMY Award-nominated phenomenon Post Malone. From his multifaceted endeavours to his genre-blending music and distinctive personal style, Post Malone reflects the UGG brand’s values by showing how the power of individual expression can create inspiration, community, and connection.

The partnership encompasses a global campaign, of which the first film debuts today. It features the UGG men’s Weather Hybrid Collection and a partnership to bring Feel House, the brand’s multi-sensory retail experience, to life in Los Angeles later this year.

“I've been a UGG fan since high school and feel so good wearing the boots. I even had a custom camo pair made for me last year,” said Post Malone. “That’s why I’m so excited to work with the brand and bring in my crew for this new campaign. Being comfortable to express myself has always been at my core, and that's why this is such a killer partnership.”

Post involves his community - including producer and campaign co-creator Ramez 'Mezzy' Silyan, longtime stylist Catherine Hahn, and photographer Adam DeGross - in everything he does, from creative collaborations to work behind the scenes. 'Mezzy' is signed as a director to Pulse Films, and conceptualised and directed the latest 'Feels Like UGG' film - 'Lead a Horse' 

The global campaign's hero film features the UGG men’s Weather Hybrid collection, a refreshed take on the brand’s iconic Neumel and Tasman silhouettes boasting a bright 'Big Sky' blue hue outsole. The spot depicts Post coaxing his trusty but stubborn horse Jasper over a small puddle, which playfully communicates the Weather Hybrid collection’s waterproof features. To complement the campaign, looks were expertly curated by stylist Catherine Hahn.

'Lead a Horse' will live globally through public relations, social media, and paid media, including OOH, and across the brand's stores and website. Later this season, the brand will unveil a second spot featuring Post Malone in a new men’s UGG footwear style.

“We’re thrilled to have Post Malone as our new men’s ambassador,” said Anne Spangenberg, president of UGG. “UGG is all about being comfortable to express yourself, so to partner with Post Malone to express his creativity and co-create our new campaign with us is truly an honour.”