Brand makes charitable donation to campaign stars’ organizations of choice and hosts an Instagram giveaway featuring real-life heroes from around the world
SANTA BARBARA, CA (Nov, 2020) – Life in 2020 has changed immeasurably, but humanity has met its challenges with resilience, courage, and above all, love. Extraordinary times call for extraordinary people, and the holidays are a time to celebrate them. This season, Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) introduces three courageous Californians through FEEL LOVE. holiday campaign. The stories of food activist LaRayia Gaston, ICU nurse Grace Kim Lee, and firefighter Hunter Hanson and their kindness, generosity, and public service inspire all. Building upon FEEL ., the brand’s platform and #UGGTOGETHER, a giveback program the brand launched in April 2020 as a response to the global pandemic, UGG® is yet again celebrating real-life heroes whose stories exemplify the spirit of giving.
“A gift is an expression of love and so is giving back,” said Andrea O’Donnell, President, UGG® & Koolaburra by UGG® of Deckers Brands. “This holiday we want to celebrate those people who give back every day of the year and ask our community to honor friends, family and colleagues who do the same. In these turbulent times feeling love is the best antidote I can think of.”
FEEL LOVE.:
This year, more than ever, communities worldwide have been reminded about the importance of love and giving back. By celebrating real-life heroes and the special people in their lives, the brand’s FEEL LOVE. holiday campaign aims to inspire consumers to give the feeling of UGG® to those who matter most, from friends to family and everyone in between.
LaRayia Gaston is the founder and executive director of Lunch On Me – a community-driven organization based in Los Angeles and New York City providing comfort, positivity, and love through organic meals and holistic healing to those experiencing homelessness. She’s also the owner of LaRayia’s Bodega, a vegan .99-cent store offering affordable healthy food and job training to foster youth and low-income communities. Colleagues of LaRayia’s, Venus Nari, President of Lunch On Me; Natasha Wilson, Lunch On Me photographer; and Jose Mendez, chef at Lunch On Me are featured beside her in the campaign, demonstrating the collaborative nature of all LaRayia’s endeavors.
Dedicated to helping people, Grace Kim Lee is an ICU nurse at a world-class hospital in Los Angeles. She was the recent recipient of the Daisy Foundation Award, given for outstanding service in the nursing field. When she isn’t saving lives, she’s home spending time with her husband Justin, daughter Chloe, and son Chase who all love to wear UGG®.
Hunter Hanson is a Malibu native and third-generation firefighter. Both Hunter and his father Chris recently battled the Bobcat Fire, one of the largest in Los Angeles County history. When he isn’t at the station or protecting lives, land, and property, he reserves the rest of his time for those who matter most like his family, friends and his girlfriend Nathasha.
Charitable Donations:
UGG® is proud to donate $50,000 to each charity proposed by the campaign’s real-life heroes.
The charities include Lunch On Me, LaRayia Gaston’s organization in Los Angeles and New York providing healthy food to the homeless. The $50,000 donation will open new locations and expand their meal program to 10,000+ meals per year.
For Grace’s chosen organization, CHOC Children’s Foundation—a nonprofit hospital in Orange County defining the future of pediatric medicine—the $50,000 endowment will support KidsCARE, a fund providing financial support to struggling families in need.
For Hunter’s selected charity, the Wildland Firefighter Foundation—a nonprofit in Boise aiding the families of fallen firefighters and those injured in the line of duty—the $50,000 contribution will help open a new learning center with a memorial honoring them.
Earlier in the year, UGG® donated $1 million through its ‘Better Together’ initiative—the focus of this aid was to help those in need, on both a national and local scale, aiming to bring comfort and relief during the global pandemic through cash and product donations.
UGG® Social Media Giveaway:
To spread the love further, UGG® is bringing back the highly-engaged #UGGTOGETHER ‘Real- Life Heroes’ social media giveaway by inviting the brand’s followers on Instagram to nominate their own real-life heroes for a chance to thank them with the gift of UGG®.
To acknowledge and thank the real-life heroes around the world, UGG® is launching an Instagram giveback starting on Nov. 16 and ending on Nov. 30. Each Monday for three weeks, the brand will give 10 tagged individuals a £100 voucher to spend on ugg.com/uk.
As one of the most gifted footwear brands in the world, UGG® has a special gift for everyone. Product on LaRayia and her team feature styles from the brand’s ever-popular fluff franchise. LaRayia and Venus are seen in the Fluff Yeah, Natasha in the Oh Yeah and Jose in the Fluff You.
Grace, Chloe and Chase don iconic heritage styles in the campaign. Grace is seen in the women’s Classic Short, Chloe in the kids’ Bailey Bow and Chase wears the kids’ Neumel chukka.
Perfect for indoor and outdoor wearing occasions all year-round, Hunter, dad Chris and girlfriend Nathasha wear the brand’s renowned UGG® slippers—the Ascot, Scuff and Coquette, respectively.
From luxurious footwear to cozy apparel, eye-catching accessories to the finest in home furnishings, UGG® truly has something for everyone on any gift list. To give the gift of UGG® this holiday season, the full offering can be found on ugg.com.
