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In the fifteen years since, UGG(R) Australia has Links of London Charms both its production and distribution significantly, adding new products and new lines, including a broad assortment of footwear, outerwear, handbags and accessories, and opening 25 company-owned UGG(R) Australia retail stores worldwide. With sales in 2010 expected to exceed $800 million, UGG(R) Links of London Classic Smiley Minx Charm has been recognized as one of the biggest success stories in the footwear industry in recent decades. "Given the global phenomenon that is UGG(R) Australia's women's business, it's easy to forget that we started as a men's brand among California surfers," said UGG(R) Australia President Constance X. Rishwain. "Collaborating with Tom gives us the unique opportunity to create new energy around our men's product and launch our first marketing Links of London Disc charm targeted to the male consumer." UGG(R) Australia will launch the men's marketing campaign with its first athlete endorser in the fall of 2011 with a global campaign. Brady will also consult on product inspiration for future seasonal collections. "I have worn and loved the UGG brand for a long time," added California native Tom Brady. "This collaboration gives me an opportunity to work with a leading global brand with a great history and a true vision for the Links of London Duck Charm of its men's collection. It's an exciting time to be part of the UGG(R) Australia team."