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

By Alexandra Jardine. Published on Nov 01, 2016

Editor's Pick

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.

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Nov 01, 2016
Camp + King
Avery Stokes Harrison
Erik Gonzalez
Art Director:
Chris Nash
Creative Director/Copywriter:
Jesse Dillow
Creative Director/Art Director:
Rikesh Lal
Brand Director:
Emily Dillow
Brand Manager:
Kelsey Towbis
Associate Director of Strategy:
Carlisle Hensley
Print Producer:
Amy Guzman
Chief Creative Officer:
Roger Camp
Chief Executive Officer:
Jamie King

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