For UGG, finding someone to lead their new campaign was about more than finding a pretty face or the celebrity with the most Twitter followers. UGG’s new Feel __ campaign, which launched last month focuses on featuring people who have made a difference. They chose Kareem Abdul-Jabbar because he is more than an athlete, for many he is the face of social change.

“Kareem Abdul-Jabbar is important not just because he is one of the most talented basketball players of our time,” Andrea O’Donnell, the President of UGG, said. “But also because he used this platform to advocate for civil rights and the advancement of diversity, equity and inclusion before those words were in anyone’s vernacular.” During his lifetime Kareem Abdul-Jabbar has been awarded the Presidential Medal of Freedom, and twice been awarded the NAACP image award. He was at the forefront of black athletes in the NBA during his career and used his platform to advocate for civil rights.

And, of course, he’s a well accomplished athlete. He was a 19-time NBA All Star during his 20 year career, as well as being a six time NBA MVP, a 15-time All-NBA selection, along with numerous other accolades.

In teaming up with UGG Abdul-Jabbar wants to encourage people to “Make a friend that doesn’t look like you. If we do that, we can change the world and make it a peaceful place,” he told UGG. He also wants to wear some comfy UGGs. “For me, wearing UGG is a state of mind, like walking barefoot on the beach.”

In the campaign, shot by Neil Favila, Kareem Abdul-Jabbar wanders through his garden in his UGGs. He is seen tending to his lemon tree and roses. Abdul-Jabbar picked up gardening as a pandemic hobby. He can also be seem in his rocking chair with a basketball and stacks of books representing his fame as an athlete and an activist. He wants not only to be known for his basketball career but “I hope I can be an icon as a leader; as a parent; as someone who cares about what happens in America.”

UGG’s Feel__ campaign previously featured Susanne Bartsch, a New York based artist and activist. UGG wants to make sure that activists are at the forefront of their campaign, and if you happen to buy some UGGs as well, that works too.