- Lifestyle fashion brand True Religion launched a brand new brand platform and campaign, “Own Your True,” featuring Brazilian pop star Anitta, in response to an organization release.
- The campaign is designed to encourage consumers to embrace their individuality and express themselves. The effort debuted during Super Bowl week and can span social media, streaming and audio marketing.
- The brand’s Team True ambassadors, which include rising and established celebrities and creators, will amplify “Own Your True” through original content. The campaign will proceed to develop through events like Black History Month, Coachella and the NBA’s All-Star Weekend.
True Religion’s “Own Your True” brand effort arrives at a critical time for the business. In January, private equity firm Acon Investments bought a controlling stake within the denim brand in partnership with SB360 Capital Partners. While terms of the deal weren’t disclosed, the businesses said they may work together to speed up True Religion’s growth, expand the brand’s reach and diversify its product offerings.
In an announcement accompanying the announcement of the brand new campaign, CEO Michael Buckley noted that the marketing is a component of those broader expansion plans.
“The company is now well positioned to embark on this exciting recent chapter with cultural leadership on the forefront,” Buckley said in release details. “‘Own Your True’ isn’t only a campaign; it’s an announcement of who we are actually and where we’re headed as a cultural force on the earth of lifestyle brands. As we aim to construct True Religion right into a billion-dollar brand, we expect this recent platform to be a driving force behind our growth strategy.”
Behind its recent platform and campaign is a spotlight on authenticity, a technique adopted by quite a few other retailers of late. A 60-second campaign video highlights Anitta’s journey along her 13-year profession, showcasing how the pop star has remained true to her authentic self whilst she has turn out to be more popular.
“Own Your True” might be elevated through Team True, the brand’s ambassador program that partners with creators and stars across sports, music, fashion and entertainment. Additionally, platform-specific strategies might be deployed across Instagram, TikTok, Pinterest and YouTube. The campaign may even span streaming platforms including Paramount+, BET, MTV and Samba TV, and audio platforms including SoundCloud, SiriusXM and Pandora. Podcast partnerships and a Live Nation collaboration will round out the hassle.
True Religion has been working to construct its brand image after declaring bankruptcy in 2020. The company’s holiday marketing campaign featured Grammy Award-winning artist Megan Thee Stallion and rapper Hunxho in a multi-channel effort that tapped into the brand’s enduring popularity in hip-hop culture. True Religion CMO Kristen D’Arcy called the signing of Megan Thee Stallion a “milestone moment” for the brand.
In November, the corporate brought back its loyalty program, which it renamed True Rewards, offering discounts and promotions, in addition to access to music, sports and other cultural events with True Religion partners and Team True creators.
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