- Lifestyle fashion brand True Religion launched its 2025 holiday campaign, entitled “Wrapped in True,” starring Grammy Award-winning artist Ciara, per a press release.
- The campaign promotes the brand’s seasonal fashions and celebrates multihyphenate women. A 30-second spot features five women who’ve found success in industries including fashion, business, sports and culture.
- The campaign spans digital, video, streaming audio, out-of-home and experiential activations, including a college campus tour and a drone show during major NCAA college football games. The holiday effort supports True Religion’s growing women’s business and a concentrate on the intersection of fashion and sports.
The holiday season is just across the bend, and True Religion is using the occasion to spotlight its women’s business, which has grown by double digits for the last three years, in accordance with CEO Michael Buckley. The brand’s 2024 holiday campaign, which starred rapper Megan Thee Stallion, also included a concerted effort to attach with women shoppers. An intentional holiday strategy is prone to be table stakes this yr, with consumers forecast to spend 10% less this season than they did the yr prior, in accordance with Deloitte.
At the middle of “Wrapped in True” is a partnership with Ciara, an entrepreneur, philanthropist, and singer of hits like “1, 2 Step” and “Like a Boy.” The effort also features five other multihyphenate women, including: Nicole Anderson, a model and real estate agent; Ayan Broomfield, a philanthropist and former skilled tennis player; Kash Doll, a rapper, actress and entrepreneur; Mahogany Jones, an entrepreneur; and Alisah Washington, founding father of activewear brand Le’Chanel. Together, the partnerships emphasize the brand’s concentrate on the intersection of fashion and sports, two sectors which have continued to grow together via collaborations amongst leagues, players and types.
The five women appear in a 30-second spot soundtracked by Kash Doll’s 2019 song “Ice Me Out” that showcases a wide range of True Religion’s seasonal pieces, including puffer jackets, denim, velour sets and items embellished with faux firm trim. Another 30-second spot incorporates a voiceover from Ciara, who asserts, “The holidays aren’t nearly what’s under the tree, they’re about the way you show up” in an effort to advertise True Religion’s “Own Your True” ethos.
“Wrapped in True” includes OOH and experiential activations, like a bus tour featuring members of its Team True ambassador program that may visit college campuses nationwide. The brand can even concentrate on constructing loyalty with younger shoppers through sports this fall with efforts like a drone show at major NCAA college football games, per release details. True Religion previously linked itself to sports with the launch last yr of its Team True platform, which is supposed to forge stronger connections with creators from the worlds of sports, film, music and fashion, and for the launch of its “Own Your True” brand platform in February.
True Religion is a privately owned company, with private equity firm Acon Investments buying a controlling stake in the denim brand earlier this yr in partnership with SB360 Capital Partnerships. In announcing the brand’s “Own Your True” platform, which included a partnership with Brazilian pop star Anitta, Buckley said that marketing is a key a part of its growth strategy.
Read the total article here
