UGG, the Southern California-based global lifestyle brand (a division of Deckers Brands, NYSE: DECK), is opening a new creative chapter with its global campaign "Born to Feel." The campaign page goes live on September 3. Built around the message "we were born to feel," the campaign portrays comfort at UGG not as a mere sensation but as the driving force that lets people face the world as themselves, and the spark that pushes them to take a new step forward. This season, UGG expresses the idea that comfort builds confidence, confidence unlocks free self-expression, and community nurtures genuine connections between people. At the heart of UGG is comfort — the very foundation that supports the confidence to live as oneself.
The Campaign
"Born to Feel" pays subtle homage to UGG's heritage, born on the California coast, and to the brand's journey as people around the world have evolved from the comfort of UGG into self-expression. The campaign features a cast who embody their individuality in everyday life, capturing the joy of being oneself and the positive energy that comes from it.
The campaign casts modeling legend Tyson Beckford alongside Julez Smith, a model representing the next generation. Their cross-generational pairing portrays legacy, succession, and the future of fashion. Where Beckford came to symbolize the style of an era, Smith is a next-generation icon forging his own path, pursuing a style unbound by convention. The casting carries a real connection beyond the campaign itself: for Smith, who has looked up to Beckford as a role model throughout his modeling career, this pairing marked a special moment — his first meeting with someone he had long admired.
Tyson Beckford and Julez Smith Together
The mutual respect between the two comes through naturally in the campaign film. Wearing the Birch Boot II, the pair walks down opposite sides of a street, each turning the city into their own runway in their own style. Beckford wears a classic look inspired by an archival silhouette — pinstriped trousers tucked into the boots, paired with an oversized jacket — while Smith shows a more contemporary style with shorts and a bomber jacket. As the distance between them gradually closes, they meet in front of a storefront, exchange a head-to-toe glance at one another, and finish with a high-five — a moment that quietly conveys mutual respect, confidence, and appreciation for each other's individuality.
By pairing a fashion icon who defined a generation with a rising talent drawing attention in the modeling world, the campaign reflects the "Born to Feel" idea that confidence is both inherited and newly created. Just as the Birch Boot II is revived from a 1999 archive and passed on to a new generation, Beckford and Smith show how style evolves through mutual influence, respect, and inspiration carried forward to the next generation. "Born to Feel" extends beyond this story into films and visuals also featuring Emily Ratajkowski, Adwoa Aboah, PinkPantheress, and Rowan Blanchard, each expressing confidence, comfort, and human connection from their own perspective.
The Birch Collection
This season's collection reinterprets the brand's signature silhouettes through careful attention to detail and refined construction. It keeps UGG's characteristic comfort intact while combining quality materials, refined details, and modern proportions to elevate its fashion appeal.
The Birch Boot II is a lightweight, durable pull-on boot made with suede and water-resistant nubuck leather. Sheepskin lining on the inside provides comfort throughout the day, while a lugged rubber outsole delivers strong grip and stability, supporting comfortable walking even in active settings. The style comes in two colors, Chestnut and Black.
The campaign also introduces the Birch Hiker, a new silhouette inspired by the Birch collection preserved in the 1999 archive. It combines durable, functional materials with details that carry UGG's heritage, offered in a timeless design that pairs easily with a variety of styles, in two colors: Dusted Cocoa and Black.
The lineup will be available starting September 3 on the UGG official site, and at UGG directly operated stores and authorized retailers nationwide.
About Tyson Beckford
Tyson Beckford is widely known as one of the most influential male models in fashion history. Born in New York and raised in Jamaica and the United States, Beckford drew international attention in the early 1990s after being cast in a Polo Ralph Lauren advertising campaign. Through groundbreaking campaigns, he helped change the direction of men's fashion and established himself as the first Black male supermodel to achieve worldwide success.
Over a career spanning more than 30 years, he has appeared on hundreds of fashion magazine covers and worked extensively with leading fashion houses, luxury brands, photographers, and media outlets. His Polo campaigns became widely recognized as some of the defining advertising visuals of their time and helped pave the way for greater diversity and range of expression in the fashion industry.
Beyond modeling, Beckford has also expanded into television and film, appearing in titles including Zoolander, Biker Boyz, and Into the Blue, as well as hosting and mentoring on the popular television series Make Me a Supermodel.
Known for his charisma, professionalism, and the influence he has built over the years, Beckford continues to shape culture beyond fashion. He remains active across entertainment, media, philanthropy, and brand partnerships, influencing the next generation of talent around the world. More than 30 years after his breakthrough, Tyson Beckford remains a global icon and one of the most widely recognized models in the history of men's fashion.
About Julez Smith
Daniel "Julez" Smith Jr., from Houston, made a buzzworthy debut on the runway for Raul Lopez's LUAR Fall/Winter 2024 collection in Brooklyn, leaving a striking impression on the fashion world. Soon after, he also appeared on the runway for legendary designer Donatella Versace's Fall/Winter 2024 collection in Milan. That year became a breakout year of many firsts for Julez, and he has continued building a strong presence in the modeling world with growing momentum.
Since drawing attention with his debut, Julez has gone on to work with renowned brands including Wales Bonner, FarFetch, Coach, and Louis Vuitton, and has appeared in notable media outlets such as American Vogue, GQ, Highsnobiety, and At Large Magazine.
Beyond modeling, Julez is also a multi-talented creative. He loves gaming and basketball, and is passionate about forging his own creative path.
