# Ugg Launches Back-to-School Campaign with Pop Band Muna

Art-themed initiative aims to inspire confidence in young students through creativity.

- **Source:** [Marketing Dive](https://www.marketingdive.com)
- **Published:** 2026-07-23
- **Topic:** [Marketing](https://brifing.si/c/marketing)
- **Original article:** <https://www.marketingdive.com/news/ugg-teams-with-buzzy-pop-band-muna-for-back-to-school-campaign/825977/>
- **On Brifing:** https://brifing.si/s/712a9146-3c72-4b84-adf1-ba1a2beb0136

## Campaign Framework

Ugg redefines back-to-school season as a cultural moment beyond shopping. Collaborating with band Muna and young artists, the campaign transforms schools into creative studios. It encourages students to express themselves through fashion, music, and art.

## Target Audience

Aiming at students from elementary to college level, the campaign will run on Meta, TikTok, Snap, and Pinterest. Content emphasizes individuality and community, specifically designed to resonate with Gen Z consumers.

## Artist Collaborations

Queer-pop band Muna stars in the campaign, filmed at Santa Monica High School. Featuring alongside students, the trio embodies Ugg's celebration of self-expression through their music and aesthetic.

## Supporting Creative Communities

Ugg donates to LGBTQ+ nonprofits Queer|Art and CRSELA. A college ambassador program engages art students from institutions like SCAD Atlanta and SAIC to create campaign content.

## Consumer Engagement

From August 1, shoppers spending $150+ receive custom coloring books. Students get 10% off via Unidays, while teachers access discounts through SheerID - blending commerce with creativity incentives.

## Strategic Impact

Ugg's 8.2% revenue growth in FY2026 validates purpose-driven marketing. Campaigns aligning with Gen Z values prove crucial for brand loyalty in the competitive retail landscape.

## Sources covering this story

- https://www.marketingdive.com/news/ugg-teams-with-buzzy-pop-band-muna-for-back-to-school-campaign/825977/ — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._