Key Takeaways:
- UGG's latest campaign stars NewJeans member Hanni, showcasing the brand's new GoldenRise sandal.
- The campaign highlights effortless style with vibrant visuals across global cities.
- Strategic influencer partnerships with popular stars like Hanni allow brands to connect with passionate, highly engaged audiences.
UGG is stepping into spring with fresh energy.
The brand has launched its latest global campaign for Spring/Summer 2025, starring K-pop idol Hanni and the all-new GoldenRise sandal.
Created in collaboration with youth culture agency Young Hero and directed by Mumu, it highlights the versatility of the three-in-one platform.
As part of the current "Big Spring Energy" campaign, this latest ad also captures the effortless joy of warm-weather dressing with the NewJeans member.
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UGG is commemorating the launch by rolling out high-impact visuals in major cities worldwide.
Hand-painted wallscapes featuring Hanni will appear in Los Angeles (March 10) and New York City (March 31), while digital displays will light up London (May 5), Paris (April 29), Berlin (March 13), and Seoul (March 13).
Additional activations in Harajuku, Incheon, Taipei, and Taichung will reinforce UGG's global presence.
Partnering with cultural icons like NewJeans member Hanni helps brands tap into engaged fanbases, making their products feel aspirational yet accessible.
A well-matched influencer partnership turns a campaign into a conversation, creating an organic buzz that lasts beyond the season.
Rising With the Season
Building on her partnership with UGG, Hanni showcases how the customizable silhouette transitions seamlessly from day to night.
A 30-second spot follows her and friends Jenny Park, Yoyo, and Ayumi through a perfect spring day.
Over an energetic soundtrack, the girls lounge on a terrace, get their nails done, and enjoy a night out, all while wearing the GoldenRise.
Eventually, the spot ends with Hanni back at the terrace, resting after an entire day of embracing the new season.
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The campaign also introduces the Golden Collection, designed for the new season.
The GoldenRise sandal features 100% recycled polyester straps with adjustable styling options, allowing wearers to switch between a slide, slingback, or wrap sandal.
Its signature Sun Logo Shape on the sole represents UGG's California heritage and commitment to community and comfort.
The GoldenRise, as seen in the campaign, is available now on the UGG website, in UGG stores, and at select retailers nationwide.
