The New England Patriots are keeping the Ugg love in the family.
Quarterback Tom Brady has been partnering with Ugg Australia for several years, appearing in the ad campaigns for its men’s line. Now, the Patriots Cheerleaders have been seen high-kickin’ it at recent games in coordinated red-white-and-blue Classic Mini boots from Ugg Australia.
The cozy shearling style must’ve been a welcome new piece of their wardrobe during last week’s frigid game between New England and the Baltimore Ravens. The cheerleaders were ready for the weather: In addition to the boots, the ladies were sporting puffy jackets, scarves and knitted hats and headbands.
This coming Sunday, the Patriots face off against the Indianapolis Colts at Gillette Stadium, and we bet the cheerleaders will break out their boots one last time for the AFC Championship matchup. (Assuming the team scores a spot in the 2015 Super Bowl, the style probably won’t be so necessary in Phoenix.)
Where does a group like the Patriots Cheerleaders find so many matching pairs of Ugg boots? Not at their nearest Macy’s, but by using the brand’s Ugg by You customization tool.
Deckers Brands, the parent company of UGG Australia, launched the service online in 2013. It offers customers the chance to craft their own product at Uggaustralia.com. For the Classic Short Boot, for instance, consumers can select the color, binding, heel counter and outsole, with a possible 6,000 combinations. Orders are typically delivered in three to five weeks.
The company also incorporated the service into its new brick-and-mortar store concept, which debuted late last year at Tysons Galleria in McLean, Va. Executives told FN at the time that the goal was to create a complete shopping experience and connect with consumers. “This is a big test for us, but it’s really about understanding and enhancing the customer experience,” said Dave Powers, president of omnichannel for Deckers.