Quick Facts

• Ugg relaunches Fluff Yeah slides March 19 after discontinuing them in 2022, priced $105-$140
• Campaign features comedian Atsuko Okatsuka stomping through handcrafted miniature Los Angeles set
• Brand explicitly positions campaign as anti-AI, using practical effects and film shooting methods

Ugg is bringing back its Fluff Yeah fuzzy slides for a limited time after noticing continued search spikes on its website. The product, which sold from 2018 to 2022, returns with a retro B-movie campaign starring comedian Atsuko Okatsuka.

The campaign takes inspiration from classics like ‘Attack of the 50 Foot Woman,’ showing Okatsuka stomping around a miniature version of Los Angeles. The handcrafted set includes Ugg-branded details like a ‘fluff and fold’ storefront, an Ugg Hollywood sign, and a branded delivery truck.

Ugg deliberately avoided AI and digital tools for the campaign. ‘AI and digital tools have a time and place, but we’re such a tactile brand, and the Fluff is such a tactile product,’ said Andrea Dashoff, Ugg’s marketing executive. ‘We’re a brand that you have to touch and feel, so it felt natural to lean into a handcrafted set.’

The miniature set took four weeks to assemble following a two-month preproduction period. Production used wood, paper and practical materials. Shooting combined film, DSLR and iPhone footage.

Okatsuka was chosen for her comedic timing and personal connection to the product. She owned two pairs of Fluff Yeah sandals in 2018 and wore them until they broke, comparing them to ‘walking on clouds.’

The slides launch March 18 exclusively for Ugg loyalty members, then become available March 19 at Ugg.com, Ugg stores and select retailers including Nordstrom, Journeys, Foot Locker and Urban Outfitters.

Ugg will host a two-day pop-up at 70 Windward Avenue in Venice Beach on March 18-19. The event features a movie theater concession stand, ‘Fluff Theatre’ try-on experience, and complimentary cotton candy.

The campaign comes as Ugg posts record results. For the holiday quarter ended December 31, 2025, UGG net sales rose 4.9% to $1.31 billion. Parent company Deckers Brands reported full-year 2025 sales of $4.986 billion, up 16.3% year over year.

Read more: Ugg leans into craft and comedy for Fluff Yeah comeback campaign