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Cramer: Deckers on brink of revolution?

Jim Cramer often talks about timing when buying stocks. And after talking with CEO Angel Martinez, Cramer thinks investors who buy Deckers Outdoor now, may be establishing a position ahead of a footwear revolution.

"The company's been rolling out new products galore, including a teen line," Cramer explained.

"And our signature UGG boots feel like nothing else," Martinez added.



UGG boots are on display during the launch of I Heart UGG at a Nordstrom department store in Los Angeles, August 9, 2014.
Getty Images
UGG boots are on display during the launch of I Heart UGG at a Nordstrom department store in Los Angeles, August 9, 2014.

However, the company's fortunes were not always so promising.

"The stock was eviscerated in 2012," Cramer said, with investors fearing the signature UGG boot was a passing fad.

To evolve UGG as a more year-round business, Martinez added colors and styles to UGG's classic boot and expanded the label into somewhat unexpected categories including sandals and casual shoes.

However, of all the initiatives implemented by Martinez, perhaps nothing was more strategic than signing Patriot's Quarterback Tom Brady as the company's spokesperson. "Our men's business is up 140 percent since we signed Tom Brady," Martinez said on "Mad Money."

In fact, the companies latest ad campaign featuring Brady is expected to be among the industry's most highly anticipated spots with Cramer calling it "a bit of a tear-jerker."

"It makes a statement about UGG, which is that relationships matter," Martinez explained. "And we are privileged to offer a little peak at the relationship Tom Brady has with his dad."




Going forward, the CEO said the company, broadly, was well positioned to thrive with exciting new products waiting in the wings.

For example, "Hygienic issues are surfacing at some yoga studios causing people to wear a foot covering. We have a product coming that's quite revolutionary."

That new shoe may be just the tip of the iceberg. "I think you'll find we're defining a new wave in retail. I'd call it a revolution."

All told, Cramer likes what he sees. "Their most recent quarter, reported at the end of July, was downright spectacular, just a huge earnings and revenue beat with management raising its full year guidance.

And even though shares have advance about 60 percent in a year's time, Cramer is bullish. "If a revolution is coming, it's always good to get in ahead of that revolution," he said.

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