Ugg is bringing comfort to COVID-19 caregivers.
It is giving away 500 pairs of Ugg slippers a week for the next month as part of its newly launched "Better Together" initiative, in which it's pledging $1 million in monetary and product donations.
The slippers giveaway is centered on the Ugg brand’s Instagram page and the #UGGTOGETHER hashtag. People can nominate caregivers and essential workers to Ugg by tagging them.
"With everything going on in the world and so many heroes out there, we do not want to select winners so we are randomly choosing recipients in order to showcase a variety of stories and people," said Lindsey DiCola, PR director at Ugg parent Deckers Brands. "We are looking to highlight a variety of everyday heroes doing good, from healthcare workers to delivery people, and restaurant employees providing meals still, all those amazing people keeping us going during this unprecedented time."
Other facets of the Better Together initiative include a focus on New York City, which has been hit hardest by the pandemic. The brand is donating funds to NYC Health + Hospitals, the nation’s largest public healthcare system. It is also partnering with hotels that have set aside rooms for exhausted caregivers and is stocking them with Ugg robes and slippers, to provide a gift of comfort.
"Our hearts are with our friends, colleagues, customers and those on the frontlines during this pandemic," said Dave Powers, president and CEO at Deckers Brands, in a statement. "The newly launched Better Together initiative aims to deliver relief, support and comfort to those most in need. We are in this together."
Outside of Australia and New Zealand, Ugg is manufactured by Deckers Brands. In its Santa Barbara hometown, the Ugg brand also is supporting the Sansum Clinic, a healthcare provider along the south and central coasts of California, by giving away pairs of Ugg slippers and sister-brand Hoka sneakers to the 145 workers coordinating its COVID-19 response.