Ugg launched its back-to-school marketing campaign on Thursday, aiming to celebrate art and its power to inspire confidence and individuality. The campaign is supported by paid media on Meta, TikTok, Snap, and Pinterest, with details shared with Marketing Dive.

The campaign spotlights alternative pop band Muna and a group of young creators, artists, and students, transforming school spaces into creative studios. It also includes a creator program with participants from art and design schools across the United States and Canada.

"Back-to-school is more than a shopping season; it's a cultural moment. It's a time when students discover themselves and express their identity through fashion, music, art, and creativity," said Tracy Paoletti, General Manager and Vice President of Ugg North America, in a statement.

In addition to continuing its partnership with Queer|Art, a nonprofit supporting LGBTQ+ artists, Ugg is donating to Chicxs Rockerxs South East Los Angeles (CRSELA), an organization focused on music, mentorship, and social justice, as part of this back-to-school campaign.

The footwear and apparel brand is embracing the back-to-school season by highlighting the role of the art community and the confidence that comes from embracing individuality. These themes are also common tactics used by other marketers, especially fashion and retail brands, to appeal to Gen Z consumers. The campaign aims to promote footwear and apparel for students from elementary school through college, with details provided by the brand.

At the heart of the campaign is the band Muna, which released its new album "Dancing on the Wall" in May. The trio appears alongside young students in content shot at Santa Monica High School in Los Angeles, California, with creative direction by Tastebuds Creative. All three members of Muna identify as queer and have consistently used self-expression as a theme in their art and aesthetic.

To bring the campaign to campuses, Ugg is collaborating with emerging creators, including students from institutions such as SCAD Atlanta, the Fashion Institute of Design & Merchandising, and the School of the Art Institute of Chicago, as part of a college ambassador program. Throughout the back-to-school season, creators will showcase Ugg fashion items through content inspired by disciplines such as animation and printmaking.

Ugg maintains a year-round partnership with Queer|Art, helping to empower LGBTQ+ creatives through funding, experiences, and community programs. The brand's donation to CRSELA continues this long-term commitment and supports underrepresented communities. While some major brands have pulled back on purpose-driven marketing, those focused on engaging Gen Z consumers often remain steadfast in their support of causes.

Starting August 1, consumers who spend $150 or more at participating Ugg stores will receive a custom coloring book and crayon set, while supplies last, to encourage creativity beyond retail purchases. The brand will also offer students a 10% discount on footwear and apparel through Unidays, and a 10% discount for teachers and educators through SheerID.

According to parent company Deckers Brands' financial reports, the Ugg brand saw net sales increase 8.2% to $2.74 billion for the full fiscal year 2026. The company will report its first-quarter fiscal 2027 results after the market closes on Thursday.