The global lifestyle brand UGG announced on the 25th that they have selected Yeonjun, a member of Tomorrow X Together, as their Asia-Pacific (APAC) brand ambassador.

While they have previously hired male models for specific collections on a one-off basis, this is the first formal contract. With men's product sales rapidly increasing, the strategy is to focus on the fall and winter peak seasons by featuring a male model. In fact, UGG's men's product sales have shown a clear growth trend, increasing by 135% from January to September this year compared to the same period last year.

Through this campaign, UGG plans to expand its communication with male customers and enhance growth potential, moving beyond the existing perception as a female-centric brand.

Tomorrow X Together is a leading K-pop group loved by fans worldwide for their distinctive music and performances. Particularly, Yeonjun is gaining significant popularity not only through his music activities but also in fashion and beauty with his trendy and unique style. UGG determined that Yeonjun's image aligns well with the brand's values, leading to his selection as a model.

Starting this month, Yeonjun will showcase a variety of styles using UGG products against the backdrop of Seoul's urban landscape in the 25FW season campaign, which will be released sequentially.

The product worn by Yeonjun in this photo shoot is the 'Classic Ultra Mini Weather Hybrid Boots' featuring a thick yellow sole. It reinterprets the existing classic mini boots to enhance functionality and design. The suede material is waterproof, and the rubber outsole is designed for better grip, allowing stable wear in various weather conditions. The ankle part can be adjusted with a lace to match the style.

The 'Heritage Utility Mini Boots,' also released, are characterized by their use of premium full-grain suede that highlights the natural texture and wrinkles of the leather. In addition to a luxurious appearance, they offer excellent warmth and moisture absorption, satisfying both style and practicality for winter. Other products include slippers, sneakers, and more.

A representative from Shinsegae International UGG stated, “With the growing interest from male consumers in UGG, we plan to conduct various marketing activities both online and offline this season with Yeonjun,” adding, “We aim to become a total lifestyle brand loved by everyone.”