Hockey Players Get to 'Do Nothing' in Ugg-Sponsored Penalty Boxes
Brand Takes Chill Out Message Onto the Ice at Staples Center and Barclays Stadium
Nov 01, 2016
Ugg for Men has followed up its "Do Nothing" campaign, in which celebrities like Tom Brady and Jeff Bridges enjoy some serious downtime, with a fun sponsorship of some ice hockey penalty boxes.
The company is branding the boxes, at Staples Center and Barclays Stadium, in partnership with local teams the L.A. Kings and N.Y. Islanders, as the "UGG Do Nothing Zone." In other words, a place for players to go chill when they're forced to do nothing during the course of a game.
The campaign, by Camp & King, takes account of the fact that Ugg's target audience are keen hockey fans, indexing more than twice the average population on watching the sport.