Anecdotal narration (from Bill Gallagher) describing how Trudy Styler (Sting’s wife) requested Ugg boots be sent to Oprah Winfrey in Chicago, resulting in a 22-minute Oprah segment showcasing Uggs that massively increased the brand’s popularity. The excerpt emphasizes the role of celebrity endorsement and a single high-profile media appearance in ‘breaking’ the brand into mainstream success.
We'd been shipping boots to this woman in London, Trudy Styler, who is the wife of Sting, for years. And one day she called up and Brian. Oh, Brian, I need the biggest favor. I've just been to a seminar. It's changed my world. I need the most perfect pair of size, you know, whatever, tall, sand Ugg boots. And here's where to ship them. And I go, yep, I'm ready. She goes, oprah. Care of Oprah Winfrey Chicago. Right. And that was when she announced that, you know, Uggs were her most favorite things. And she put us on the Best Picks for Christmas show when she was at the absolute peak of her popularity. We had 22 minutes of nothing but Uggs on Oprah. And that was what really broke the whole thing open.
