From Iconic Classic Boots to Retail Experiences, UGG Season is Back With Immersive Activations & More
UGG Season is about more than the arrival of fall. It’s about the feeling that comes with it. There’s a sense of nostalgia, renewal and excitement as we step into a new season.
Fall has officially arrived, and UGG is ensuring cozy season lands with maximum cultural impact. Relaunching its signature UGG Season campaign across North America, the Southern California-based global lifestyle brand is moving far beyond standard product drops. Building on its overarching Born to Feel platform, the brand is transforming standard retail environments into experiential community hubs designed to celebrate self-expression, seasonal rituals, and modern subculture.
At the center of this year’s rollout was a heavy dose of nostalgia, powered by an official limited-time partnership with Peanuts. On September 26 and 27, consumers picked up select Classic styles at participating retail locations with customization stations. The activation offered 15 exclusive motifs featuring Snoopy, Charlie Brown, and Woodstock, that let wearers put a tailored spin on their footwear. The timing coincided with the New York debut of the Snoopy in Style exhibition, which opened at the beginning of September, underlining the intersection between classic heritage animation and contemporary streetwear trends.
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Bringing UGG Season to life in another exciting way, UGG took over major urban spaces with fully immersive installations. In New York City, Gansevoort Plaza transformed into a sensory autumn retreat complete with sheepskin-crafted swing sets, interactive customization bars, and fall foliage groves. The outdoor setup provided a physical manifestation of the brand’s cozy aesthetics, giving city dwellers a playful space to pause and engage with the campaign firsthand.
Everyday retail doors are also getting a complete seasonal upgrade to match the event’s energy. Key store locations nationwide—spanning Chicago, San Francisco, Atlanta, New York City, and limited-time pop-up experiences in Newbury and South Coast Plaza—hosted seasonal hospitality activations that served local treats and autumn-inspired beverages. To fuel organic documentation across social channels, shoppers that made in-store purchases received a custom UGG disposable camera that captured their own fall moments in real time.
By merging signature silhouettes with tailored custom options and physical activations, UGG excitingly sits at the center of modern autumn style. To celebrate UGG Season now through the fall, the full seasonal collection is available at select retail locations and UGG.com.
