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Brady's UGG partnership a work in progress

By securing Patriots quarterback Tom Brady as their pitch man this year, UGG had positioned itself as a brand that catered to more than pretty girls who yearned for a fashionable way to make their feet sweaty and foul-smelling.

Unfortunately, UGG's bold move to broaden its market appeal has yet to achieve liftoff, at least according to CNBC sports business guy Darren Rovell.

"Initial Tom Brady endorsement appears to have fallen flat," Rovell tweeted on Friday. "Analysts said today UGG sales disappointed this fall."

Connie Rishwain, president of the UGG brand, said last month that the Brady effect needs time to simmer.

"We really see the Tom Brady campaign influencing 2012 even more than in 2011," Rishwain said, according to Footwear News (seriously). "In 2011, (Brady) helped sell through, but not sell-in because (the campaign) didn't launch until fall. We see it being even that much stronger next year."

Brady, perhaps in an attempt to boost the company's profile in the male 18-34 demographic, had two huge boxes of UGG shoes sent to the Patriots locker room for players to choose from this week.

Desperate sales gambit? Or simply a nice gesture by a good teammate? You decide.

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