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Everything is Coming Up Rosie Huntington-Whiteley for Ugg

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Beginning with the Fall ’16 campaign, supermodel and actress Rosie Huntington-Whiteley will partner with Ugg as the brand’s first-ever global women’s brand ambassador.

Originally from England but now based in Malibu, Deckers Brands President Dave Powers said, Huntington-Whiteley “personifies what it means to live a contemporary California casual, yet global, lifestyle.”

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The initial campaign, set to roll out in September, will promote a new and improved Classic boot, Ugg’s biggest relaunch in its 37-year history. The reimagined Classic, which is scheduled to debut in August, will feature a range of new benefits for the wearer, including a Treadlite by Ugg outsole for better traction, improved cushioning and Scotchgard Protector to help repel water and stains. An array of new Classic boots will be released throughout the year.

The campaign will be made up of a combination of print, digital and out of home advertisements.

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