UGG Launches Localized Fall OOH Campaign in NYC and LA via Jellyfish
2026-10-02 · via DailyDOOH
Jellyfish, the digital marketing agency under The Brandtech Group, has launched a Fall 2026 out-of-home campaign for UGG that the company describes as the brand's largest OOH investment of the year. The work runs across New York City and Los Angeles through much of October, with some placements continuing beyond that window, according to the announcement.
For operators and media owners, the campaign is a reminder that footwear and apparel brands are still treating large-format, transit and programmatic OOH as a primary channel rather than an add-on to social and search. Jellyfish says it led localized creative and media planning on top of UGG's existing global Fall 2026 campaign, adapting copy, design and retouching for each city rather than running a single national creative across all screens and boards.
In New York, the campaign includes a presence at the Prince Street subway station spanning what the release calls multiple formats, alongside hand-painted murals in Williamsburg and SoHo using a custom typeface commissioned from lettering artist Jen Mussari. In Los Angeles, the buy includes Sunset Strip placements and wild-posting executions. The announcement does not specify which media owners or networks carried the digital and programmatic OOH components, nor does it give a budget figure or screen count.
What the release leaves out
The campaign is described as spanning "large-format, transit, digital and programmatic OOH," which suggests both static and digital inventory, but the release gives no breakdown of how spend or placements split between those formats. There is also no mention of measurement partners, impression targets or whether the programmatic buy used any particular DSP. For an industry trade audience, those are the details that would clarify how much of this "biggest OOH statement" is actually running on digital screens versus static boards and wild postings.
The broader campaign also includes paid social, search and performance media, positioning OOH as the anchor of a wider push rather than a standalone buy. UGG's North America marketing VP, Lindsey Dashoff, frames the effort around making a global brand platform feel specific to individual neighborhoods, which is consistent with a wider trend of national brands asking OOH and DOOH vendors for city-specific or even block-specific creative rather than one-size-fits-all assets.
For digital signage and DOOH operators in New York and Los Angeles, the practical takeaway is that a major apparel brand is again betting heavily on physical, location-based media for a seasonal push, at a scale the company calls its biggest of the year, even though the release stops short of naming specific screen networks or technology partners involved in the digital and programmatic placements.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
UGG Makes Its Biggest #OOH Statement Yet
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.
Michael Walsh Kirwan , Vice President, Creative, Jellyfish told us “The opportunity was to take a global brand platform and make it feel like it belongs to the street you’re standing on. 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.”
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.
“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 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.
Credits Agency: Jellyfish ● Creative: Michael Walsh Kirwan, Shruti Ashok, Kate Nations, Jo Wallace ● Media: Krutika Damle, Angela Dahir, Courtney Saenz ● Client Management: Kylie Bixby, Jackie Steinberg
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