KEYNOTE PRESENTATION
UGG: The Journey from Start-up to Iconic Billion-Dollar Brand
Brian Smith, Founder & Creator of UGG
• 12:00PM - 12:45PM • Keynote Theatre
Embark on a captivating journey with Brian Smith, the mastermind behind the iconic UGG brand. Get ready to dive into his riveting narrative of triumphs, setbacks, serendipitous moments, and heart-stopping close calls. With Brian as your guide, you'll explore the fascinating evolution of a business—from infancy through the tumultuous teenage years, all the way to the pinnacle of maturity.
Whether you're a budding entrepreneur yearning to launch your dream venture or a seasoned professional navigating the unpredictable seas of success, Brian's presentation promises enlightening takeaways. A mentor and advocate for business leaders worldwide, Brian will illuminate the path to discovering your passion and living a life rich in fulfillment and achievement.
Brian's incredible journey underscores the power of authenticity, resilience, and unwavering faith in one's vision. Join us for an unforgettable experience and learn firsthand how you too can forge a path to prosperity while staying true to your values and beliefs.
Presented by:
Brian Smith Founder, UGG
Brian is Australian born and was raised with an enduring passion for surfing and the surf culture. In his youth, he enjoyed the epic waves on both coasts of his home country. He was educated at the Institute of Chartered Accountants Australia, where he received his first of many business credentials. After ten years as a public accountant, Brian felt a burning desire to do something that would fit his passion for surfing while looking for a business idea that would allow him to support himself. He turned in his resignation notice, got on a plane to the States, and became a regular at the classic surfing destinations up and down the southern California coastline. He called Malibu, Cardiff-
Brian is Australian born and was raised with an enduring passion for surfing and the surf culture. In his youth, he enjoyed the epic waves on both coasts of his home country. He was educated at the Institute of Chartered Accountants Australia, where he received his first of many business credentials. After ten years as a public accountant, Brian felt a burning desire to do something that would fit his passion for surfing while looking for a business idea that would allow him to support himself. He turned in his resignation notice, got on a plane to the States, and became a regular at the classic surfing destinations up and down the southern California coastline. He called Malibu, Cardiff-by-the-Sea, and Swami’s Beach his “office."
One day, while pulling on his sheepskin boots after a cold surf session, he realized there were nothing like them available in California. He and a surfing buddy shipped six pairs from Australia to show them around, in search of interested takers. It was at this moment that the UGG brand was born. Brian called on every surf shop up and down the California coast, enthusiastically showing prospective retailers the UGG prototype. Most of the shop owners would deliver the same disappointing reaction: “Brian, we sell flip flops, not boots.” Not willing to give up his idea, he then embarked on a laser-focused effort to gain endorsements and support from the surf community of which he was becoming a respected member. Finally, with two young Pro-surfers on “the UGG team”, a new cult was born and “UGG” became the cool word on California campuses and beaches alike. Had he not diligently stuck to his vision, the idea of UGG Boots would never have come to fruition. Undaunted by the surf shop owners’ initial rejections, Brian forged forward with his dream and we all now enjoy our much loved and favorite casual footwear—our UGG boots. After 17 years, Brian sold his company and the brand to Decker’s Outdoor Corporation. With their resources, the “casual comfort” segment of the footwear industry came to life and the UGG Brand now garners more than a billion dollars of sales per year, year after year. Having developed the art of storytelling throughout the years, the stage became the perfect place for Brian to present to business owners the ups—and downs—of being an entrepreneur. He found that he not only enjoyed giving these talks, but his audiences were responding in wide embrace to his stories like he never could have imagined. The size and scope of the audiences grew and now he is one of the most sought after speakers in the world today. He brings a magical mix of real world street smarts, kindness, compassion and respect for the entrepreneurial drive—all of which fits business of any size. And, yes, he still continues to surf when he’s not on tour.