Ugg continues to explore new directions, this time with the help of rapper Vic Mensa.
The comfort footwear brand has teamed up with the musician for a fall campaign, which celebrates their new partnership with retailer Footaction. The campaign features Mensa showing off an “edgier” vibe, with the photoshoot taking place in his hometown of Chicago.
Footaction will begin carrying Ugg in their retail spaces nationwide starting this month.
“I like where the Ugg brand is going. They’re open to trying new things and really pushing forward. When someone like me wears Ugg, it’s kind of like repurposing the brand from its original concept, which was made for surfers. I think it’s dope that they’re taking a new perspective,” said Mensa.
Mensa picked many of the locations in Chicago for the shoot, including notable Chicago recording studio CRC. The campaign features Mensa wearing various Ugg silhouettes including the lace up chukka Neumel and rugged Butte boot.
“We are honored to partner with Vic Mensa to launch our relationship with lifestyle retailer, Footaction,” said Alice Hampton, Ugg global PR senior director. “Vic is an incredible creative talent who brings a unique perspective to our men’s range, which will be sold at Footaction this fall. We could not be more excited to welcome him, andFootaction, into the Ugg family.”