Ugg turns art students into creators: not your typical fashion influencers

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• How the campus ambassador program fits into Ugg’s back-to-school strategy
• Which schools and students are part of the program
• What the ambassadors will produce and how they’re paid
• Why Ugg chose art and design students over typical influencers
• Where this approach sits in the wider influencer market
• Early results and what executives are signaling
• Context and related retail moves to watch
• Other brand stories in the same vein

Ugg is turning college campuses into a stage for its next growth push. The brand has unveiled a new ambassador program that taps art and design students to style products, create social content and help Ugg broaden its reach with younger shoppers this back-to-school season.

How the campus ambassador program fits into Ugg’s back-to-school strategy

Ugg launched this effort to capture attention earlier in the season. The brand wants to be seen beyond its winter boot roots.

• Creators will spotlight items like the Ultra Mini Bailey Bow.
• Students will appear on product pages and post on social media.
• The campaign leans into self-expression and lifestyle dressing.

The creative campaign also features indie pop band Muna. Ugg hopes the mix of music and student voices will make the brand feel fresher to Gen Z.

Which schools and students are part of the program

Ugg selected nine student creators from prominent art and fashion programs.

• Savannah College of Art and Design (SCAD): Destiny Elliott, Mary Grace Gordon
• School of the Art Institute of Chicago (SAIC): Carmen Isabella, Danielle Jane, Lavontae Alexander
• California Institute of the Arts (CalArts): Haley Hurley
• Fashion Institute of Design and Merchandising (FIDM): Alba Rodriguez, Alexis Cordero
• Fashion Institute of Technology (FIT): Eros Alonso

Many students have already shared posts tagged #UGGPartner. Their content ranges from styling slideshows to “get-ready-for-class” videos.

What the ambassadors will produce and how they’re paid

The program is designed to run beyond a single post. Students will create back-to-school content through October.

• They will also contribute during the holiday season.
• Creators receive a flat fee and product gifts.
• They are not set up as affiliates.

Ugg plans to expand the roster and make the program more continuous. The brand calls the ambition to be “always on.”

Why Ugg chose art and design students over typical influencers

The brand wanted young creators who bring a distinct visual point of view.

Lindsey Di Cola, Ugg’s North America VP of marketing, said working with students shows the brand through a new lens. She added the content helps shoppers see how products fit real lives.

Ugg sees its items as a kind of blank canvas. Featuring students helps the brand balance aspirational marketing with relatable, everyday styling.

Where this approach sits in the wider influencer market

Influencer marketing is crowded and costly. U.S. influencer spend topped $10 billion in 2025, according to industry estimates.

Many brands and retailers have rolled out creator programs. Examples include Portland Leather Goods and American Eagle. Big retailers like Kohl’s and Dick’s are also building creator pipelines.

Lily Comba, founder and CEO of Superbloom, says brands are returning to micro-ambassador roots. Campus creators echo the early days of influencer marketing. The model trades high-cost affiliates for authentic, community-driven voices.

Early results and what executives are signaling

Deckers, Ugg’s parent company, will share more details at its next earnings update this fall.

• Ugg brand net sales rose 4.9% to $278 million in the first fiscal quarter of 2027.
• Deckers’ leadership credits integrated storytelling and community-led engagement for sustaining interest.
• The company expects continued gains in market share.

Ugg is also positioning the brand for a milestone. The company will mark its 50th anniversary in 2028.

Context and related retail moves to watch

• Pacsun is expanding its private men’s label, Field of Study, into more stores.
• Ralph Lauren is leaning on small, high-margin items — even socks — to drive demand.
• Charlotte Tilbury has seen profits surge as consumers shift to beauty treats.

Other brand stories in the same vein

• Baggallini is targeting Gen Z with new collections and its first pop-up shop.
• H&M, Chobani, UrbanStems and Teleties are refining how they work with creators.
• Stanley 1913 is adapting marketing to the rise of AI-driven search.