Tom Brady's quest never to pay for clothes again continues with his agreement to shill for Ugg boots for men. The global campaign will launch next year, and the New England Patriots quarterback is being called on to endorse an entire line of casual footwear, outerwear and accessories. Considering he already speaks for Under Armour (which he partly owns) and plays football every so often, Tom's a busy man. And it's a good thing he's used to a hectic schedule, because making Uggs palatable to men again will not be easy. They may have started out as a men's brand, but their densest market share is clearly ugly boots for women. And since I'm not sure there's a huge percentage of men who want to be Tom Brady (beyond their fantasies about his wife, anyway), I'm curious about who the target audience will be. Football fans? Urban sophisticates? Sitcom dads? The half of New England's population that doesn't want him to die in a fire? Speaking of, I wonder what being the face of Uggs will do for Brady's Q-rating. Hearing him say things like "I have worn and loved the Ugg brand for a long time" might turn some men against him from the get-go.