The California-born brand has gathered a cast of cultural heavyweights for its new Heritage Icons campaign, directed by Gia Coppola and styled by Jorden Bickham. The visuals spotlight familiar faces like Sarah Jessica Parker, Central Cee, Elsa Hosk, and Alton Mason, alongside NFL star Stefon Diggs, a four-time Pro Bowl wide receiver for the New England Patriots whose eye for style rivals his eye for the end zone.

The campaign, titled Iconic From the First Step, is a celebration of UGG’s legacy and the people who have shaped it. Each image ties back to UGG’s codes: suede, sheepskin, and that trademark silhouette. For Diggs, this marks another fashion milestone and a reunion with V. In his previous interview, he spoke about the role style plays in his confidence and performance. This time, he steps into UGG’s world to explore what it means to be “iconic from the first step.”

V caught up with him to talk fashion, legacy, and why clothing has always been a part of his playbook.

Photography by Samuel Bradley

V Magazine: Sports can sometimes box athletes into a certain image. How important has it been for you to push beyond that and express yourself in ways that go beyond football?

Stefon Diggs: Football is what I do, but it’s not all of who I am. I never wanted to just be seen as a guy who is just an athlete. I’ve got interests, I’ve got style, I’ve got a voice. Showing all of that is important to me because I want people to see the whole picture – not just the jersey number. I think that’s why I put so much energy into fashion, business, and creative projects — it’s how I show there’s more to me than football.

V: Sports and fashion are colliding more than ever, why do you think athletes have become such powerful style figures?

SD: Athletes have always been trendsetters. People look at us on game day, off the field, what we’re wearing — and it inspires. Fashion is another way to compete, another way to tell your story. I think people connect to that authenticity. For me, it’s about owning my individuality, and if that pushes somebody else to feel like they can try something new, that’s a win.

V: The UGG campaign talks about being “Iconic From The First Step.” Looking at both your career and your style, what does that phrase mean to you?

SD: For me it’s about intention. Every step you take, whether it’s on the field or in life, sets the tone. I try to make sure my first step says: I’m confident, I’m prepared, and I’m gonna leave an impact. From running my first route in the league to walking into a shoot like this, I always want that energy to show right away.

V: This UGG campaign brought together style icons from different worlds such as Sarah Jessica Parker, Elsa Hosk, Central Cee, and Alton Mason. How did it feel to be part of that mix?

SD: It was dope. To be in that lineup, with people who are already legends in their lanes, it felt like crossing over into something bigger than sports. It reminded me that style connects us all, no matter where you come from. Being on set with them, you feel that mutual respect — like everyone brings their own flair to the table, and I was proud to represent my world in that mix.

Courtesy of UGG

V: In your last V interview, you mentioned that fashion gives you confidence heading into a game, almost like part of your prep. Did you feel that same mindset stepping onto the set of the UGG campaign?

SD: Definitely. The same way I put on an outfit before a game and feel ready, I stepped on that set and felt locked in. When you look good, you feel good — and that confidence carries into everything you do. Walking onto that set, I felt like game day — I knew it was time to perform, just in a different arena.

V: You also said your sense of style started young, even wearing cowboy boots as a kid just because you loved them. Do you think that early willingness to experiment is what allows you to embrace fashion opportunities like this campaign now?

SD: For sure. I’ve always been willing to take risks and wear what I like, even if it wasn’t what everybody else was doing. That mindset stuck with me. Fashion’s supposed to be fun — it’s about expressing yourself, not fitting in. I think back to that kid who just wanted to stand out, and now I get to do it on a global stage — that’s full circle for me.

V: In the past, you’ve said, “If I’m dressed right, I can’t lose.” Do you think that philosophy translates to campaigns like this, where how you present yourself visually is just as important as it is on the field?

SD: 100%. Presentation is everything. On the field, your uniform represents your team. Off the field, what you wear represents you. If I’m put together the right way, it sets the tone before I even say a word. That’s the same energy I bring to campaigns like this. For me, clothes have always been about confidence — if I feel right in what I’m wearing, I feel unstoppable, no matter the setting.

Courtesy of UGG

Iconic From the First Step will continue to come to life throughout the season with the release of exclusive content and compelling storytelling celebrating Iconic Design, Iconic Style, and Iconic Feeling.

Styles from the Autumn/Winter 2025 line are available now at UGG.com, UGG® stores, and select wholesale retailers nationwide.