Called “Unbox Joy,” the new spot features the “gift-worthy” shoe styles the Deckers Brands-owned label is promoting for the holiday season.

According to Ugg, the campaign is inspired by heartwarming moments captured in viral videos by consumers both gifting and receiving the brand’s shoes.

Coming to life through viral unboxing videos, the campaign celebrates the many smiles, laughs, and tears of joy experienced when opening an Ugg box.” Gifting Ugg is more than sharing crafted designs, it creates an opportunity to express raw emotion, pure excitement, and holiday spirit amongst friends and family,” the company said in a statement.

Some of the styles included in the campaign include the Classic Mini Maxi Curly boot, which features curly sheepskin upper and a platform sole; the Classic Slip-On Atherson, which is decorated with bold embroidery and built upon an ultra-light sugarcane EVA outsole.

Other styles in the campaign are the Tasman Alpine slipper, Disquette Atherson slipper, the original Tasman and the Classic Mini II boot.

This new campaign comes one month after Ugg released a men’s-focused series starring Post Malone. Ugg’s partnership with the nine-time diamond-certified Grammy Award-nominated rapper highlights the brand’s men’s Weather Hybrid Collection, a refreshed take on Ugg’s iconic Neumel and Tasman silhouettes boasting a bright “Big Sky” blue hue outsole. Another campaign featuring Malone is expected to drop later this year.

Ugg, along with Hoka, continue to lead the way for Deckers winning earnings streak. In October, the Goleta, Calif.-based footwear company reported net sales in the second quarter of fiscal 2025 increased 20.1 percent to $1.3 billion, compared with $1.1 billion the same time last year.

Ugg also continued its winning streak in Q2, posting net sales of $689.9 million, a 13 percent increase from $610.5 million last year.

“Hoka and Ugg produced outstanding second-quarter results driven by strong consumer demand for our innovative and unique products,” Stefano Caroti, president and chief executive officer of Deckers Brands, said in a statement last month.