UGG has propelled culture forward for decades, tapping into many spaces beyond the footwear and fashion spheres and being embraced by athletes, musicians and artists alike. Especially within New York culture, the brand has become a local icon — often seen paired with puffer coats during brisk city winters. As such, it only made sense for the footwear brand to tap one of NYC’s biggest cultural arenas, Barclays Center, for a bold partnership as part of its Fall/Winter 2025 programming.
UGG began with a sports-infused heritage, as the comfortable boot was a fan favorite among surfers in Southern California. Now, the brand’s dynamic styles have been spotted anywhere from the sand to the stadium, as many professional athletes have embraced its offerings as the ideal post-game style. And with all eyes on NBA tunnel walks and athletes’ game-day fits, it only made sense to bridge the gap between sport and style further with this initiative.
The seeds for this partnership were planted in 2024 when ambassador Post Malone took over the Oculus Plaza outside of the stadium. Now, the two have joined forces to bring an immersive pop-up experience to Barclays — the “Icon Arcade” powered by UGG. The brand will tap two gamers to livestream as they face off against others outside of the basketball arena, kicking off the action with Leanandcuisine. He streamed on Twitch and Instagram from the Barclays activation, where he went head-to-head with different guests in the space.
The UGG x Barclays Center Pop-up opened up on November 18, and will run again on December 18, 2025. Visit Ugg.com to learn more about what’s to come for Fall/Winter 2025.
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