UGG is an Australian footwear brand and a successful division of the well-known outdoor company Deckers. They started their business by introducing unisex boots, but now they also offer other products such as bags, outerwear, clothing, hats, gloves and other items to attract maximum attention of their customers. They are famous all over the world for their unique and attractive sheepskin boots. They offer their classic sheepskin boots for both men and women with a synthetic sole and tanned outer surface. Deckers has the registration to open their stores in various other countries and now UGG has become a registered trademark not only in the United States but also in 130 countries around the world for their brand of sheepskin boots. Since the beginning, UGG has maintained a great image in the market and has enabled Deckers to acquire the largest number of customers worldwide. The purpose of this article is to illustrate the business results of the UGG company. In this context, you will see how the company has maintained innovation in its products and what replacement products are offered by the company. You will also see what the company will accomplish after reaching the maturity point of its life cycle. Finally, a conclusion will be about how the company has sustained its sales over a decade. Innovative categories and their marketing implications: Innovation is the key to reaching the maximum number of customers with constantly changing needs and demands. They engage designers and product development staff to create innovative footwear that showcases their standards of quality, functionality and comfort. They use external designers as they are better able to evaluate a variety of new styles… middle of paper… has helped the company and its administration maintain a good customer base across the globe. UGG's sales and marketing structure has become an example for new companies aiming to start a new business and maintain a good customer base. Works CitedArnold, J. (2004) Aussie boot battle takes an Uggly turn, BBC News.Conley, L. (2000) Behind the Brand: The Golden Fleece, Wall Street JournalNeedham, K. (2004) Putting the boot in, The Sydney Morning Herald (Sydney, Australia), p: 33Foster, C. (2003) Ugg going mainstream with thinner boots, Footwear NewsThompson, I. (2006) Trademark registry delegate's decision with reasonsTerry, A. (2008) Where's the beef? Why Burger King is Hungry Jack's in Australia and other complications in building a global franchise brand, Northwestern Journal of International Law and Business, 2008 28 (2): 188