UGG® Launches & Invites Consumers to Experience the Born to Feel Platform, Turning Iconic Comfort Into a Global Movement

SANTA BARBARA, Calif., September 22, 2026--Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) today introduces Born to Feel, an enduring global brand platform rooted in the belief that people are Born to Feel. It starts with our product and the undeniable comfort that consumers and culture have long recognized. That comfort is the catalyst, giving people the confidence and freedom to express themselves. Launching with UGG® Season, the brand’s favori