Ugg has tapped comedian and actress Atsuko Okatsuka to help reintroduce its fan-favorite Fluff Yeah collection for a limited time.
Inspired by Los Angeles and classic sci-fi films like “Attack of the 50 Foot Woman,” the campaign sees Okatsuka in a miniaturized version of the city sporting the Fluff Yeah slide.
Lindsey Dashoff, vice president of marketing at Ugg North America, told FN in an interview that Okatsuka was the ideal choice for the campaign the brand wanted to create.
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“Atsuko has a really unapologetic and bold sense of style that connects well to our Fluff Yeah collection and our brand ethos of making self-expression comfortable,” Dashoff said. “We also needed someone who could really come to the table and bring that authenticity and comedic humor to the campaign, and Atsuko delivered.”
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According to Dashoff the miniature set of L.A. was built by hand using wood, paper, and practical materials, with four weeks dedicated to construction and nearly two months of pre-production planning. It also features several Ugg-inspired moments woven throughout the set including a “fluff and fold,” a replica Ugg Hollywood sign and a miniature Ugg delivery truck.
“We’re hoping that this campaign just makes people smile and makes people feel good,” the executive added. “And in a world where things are a little bit serious outside, if we could make people happy or stop and watch this film and put a smile on their face, then I think we’ve done our job.”
The Fluff Yeah slide was first launched in 2018 and has been out of circulation since 2022. With this reintroduction, consumers will be able to find the same slide previously enjoyed, which features a 10mm sheepskin upper, an elastic strap with the graphic Ugg font, a 1.5-inch heel height and a woven label featuring the Ugg logo on the insole.
To spotlight the relaunch of the Fluff Yeah, Ugg will host an interactive retail pop-up on March 18 and March 19 at 70 Windward Avenue in Venice Beach, Calif.
The two-day event will pay tribute to the brand’s California roots located just steps away from beach with experiences like a movie theatre–inspired concession stand, the “Fluff Theatre” try-on experience, a larger-than-life Fluff Yeah slide, a bespoke fluffy enamel charm offered as a gift with purchase, complimentary thematic cotton candy custom-made for the event and more.
The Fluff Yeah slide, which retails between $105 and $140, will be available for purchase on March 18 exclusively for Ugg loyalty members at Ugg.com, one day ahead of its official launch.
Beginning March 19, the Fluff Yeah will be available on Ugg.com, in Ugg stores and at select North America wholesale retailers including Nordstrom, Journeys, Foot Locker and Urban Outfitters.
The new styles come after Ugg parent company Deckers Brands reported in January that net sales in the third quarter of fiscal 2026 increased 7.1 percent to $1.96 billion compared to $1.83 billion the same time last year. Net income for the third quarter was $481.15 million, or $3.33 per diluted share, up from $456.73 million, or $3.00 per diluted share, the prior year.
By brand, Ugg led the way in the quarter with net sales of $1.31 billion, a 4.9 percent increase compared to $1.24 billion the same time last year.