UGG putting Tom Brady on building in NYC

August, 29, 2012
8/29/12
3:37
PM ET
New York Giants fans coming out of New York City's Penn Station might do a double take.

Tom Brady
Darren Rovell A 225-foot-tall Tom Brady looms over NYC on behalf of UGG.
That's because on a building across from the train station that also houses Madison Square Garden is a humungous painting of their nemesis, Tom Brady.

Commissioned by his sponsor UGG, the painting of the New England Patriots quarterback stands 88 feet wide by 225 feet high.

"We're not doing it for the shock value," Connie Rishwain, the president of the shoe and apparel brand told ESPN.com. "We're doing it because New York is our biggest market."

Last year, the company, most famous for its women's boots, signed Brady to an endorsement deal as it planned to jump-start its men's business.

"The reaction has been great," Rishwain said. "I don't think we could have picked a better spokesperson. He's respected by men and liked by women as well. He could have been a male model."

Brady is also featured on what they call "tall walls" in Boston and Los Angeles, but the one in New York, which painters started painting on Aug. 22 and will be completed Saturday, will likely get the most buzz.

Rishwain says that despite the rivalry, putting Brady in New York makes sense. The company has its sole men's-only store in the city as well as two other stores that are among the brand's highest grossing.

UGG will be rolling out a broader ad campaign next week that will feature Brady in television and magazine ads.

UGG, which is owned by Deckers Outdoor Corporation, said last month it expects sales to grow by 10 percent over last year.

Darren Rovell | email

ESPN.com Sports Business reporter

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