How to Revive a Brand: The Story of UGG’s Global ComebackUGG boots were massive when they launched in North America. They came onto the scene with huge Y2K energy and gradually seemed to fade into midwest suburban obscurity. But today they’re back in a big way, largely due to the leadership of Nicks Ericsson. In his 11 years with UGG—in global roles focused on brand, product marketing, and purpose and sustainability—he helped double the brand’s revenue, making it a significant part of the Deckers portfolio.

In this episode, he tells us how they brought UGG back into the cultural conversation, explains the “UGG Eclipse,” and spells out the ingredients of a great celebrity brand collaboration. Then he shares what drew him to his latest role at Keen Footwear, how their sustainability mission plays out, and how to drive purpose at global public companies vs private owner-led companies.

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