In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized, as a range of brands started offering digital products for sale to users. Given the importance of how physical UGGs felt on wearers feet, how should the company think about its metaverse operations?