UGG names IVE's Wonyoung its new Asia-Pacific ambassador, backed by a Shibuya-Harajuku ad blitz
Deckers Japan has put a K-pop idol at the centre of UGG's newest global platform, then backed the choice with paid out-of-home across Shibuya and Harajuku rather than a store event — a bet that visibility, not experience, will move the brand's Japan customer this winter.
Deckers Japan named Wonyoung, a member of the K-pop group IVE, as UGG's new Asia-Pacific brand ambassador on 17 September, fronting the regional launch of "Born to Feel," a platform built around the line that true comfort is born when you can be yourself, according to the company's own release.