NEW YORK, NY (Sept. 30, 2026) – Jellyfish, the integrated global digital marketing company within The Brandtech Group, today launched a new Fall 2026 campaign for Southern California-based global lifestyle brand UGG® (a division of Deckers Brands NYSE: DECK) that elevates the Born To Feel brand platform and UGG® Season, celebrating the arrival of fall across New York City and Los Angeles.
Jellyfish is leading localized creative and media planning for the campaign, the largest out-of-home investment of the year for UGG®. Building from the UGG® brand’s global Fall 2026 campaign, Jellyfish developed localized copy, design, retouching and location-specific treatments that connect the brand’s newest collection with the unmistakable feeling of fall in the city, celebrating seasonal self-expression and personal style.
In New York City, creative tailored to neighborhoods and the subway references cobblestones, fallen leaves, neighborhood sidewalks and the return of favorite boots. A major Prince Street subway presence brings together brand, product and emotion-led creative across multiple formats. Adding a distinctly local artistic perspective, Brooklyn-based lettering artist Jen Mussari designed a custom typeface exclusively for the campaign, hand-painted across murals in Williamsburg and SoHo. In Los Angeles, Sunset Strip and wild-posting executions bring the same idea to the city’s own version of fall.
The campaign brings UGG® Season to life across large-format, transit, digital and programmatic OOH, supported by a broader media plan spanning paid social, programmatic, search and performance media. The campaign is running across New York City and Los Angeles through much of October, with select out-of-home placements continuing beyond.
“UGG Season is about more than the arrival of fall. It’s about the feeling that comes with it,” said Lindsey Dashoff, Vice President of Marketing, UGG® North America. “There’s a sense of nostalgia, renewal and excitement as we step into a new season, but what makes fall special looks and feels different depending on where you are. Building from our global campaign, we wanted to bring that emotion to life in a way that felt distinctly local, celebrating the cities, neighborhoods and experiences that make fall meaningful to our communities across North America. It’s a celebration of the season that has always been part of our DNA, brought to life through the unique character of each community.”
“The opportunity was to take a global brand platform and make it feel like it belongs to the street you’re standing on,” said Michael Walsh Kirwan, Vice President, Creative, Jellyfish. “Fall is sensory and emotional: the light changes, the sidewalks change, what you reach for in your closet changes. We wanted the work to capture those small, recognizable feelings and connect them back to UGG in a way that feels native to New York and Los Angeles.”
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