Penalty box - You do nothing. You sit, chill, drink and damn hope that the other team doesn't score on you.
UGG's clearly understand their demographic here. They get Hockey - it's usually white middle class attendees. It's not a cheap sport and neither are UGG's. Also, they understand the people that play the sport. We never wear shoes. We always wear slip-ons or flip flops.
Just an example of brand alignment through brutally simple execution - and cheap too!