- True Religion has announced that Grammy Award-winning artist Megan Thee Stallion will probably be featured in its holiday campaign, “Where Holiday Wishes Come True,” per a press release. The effort also features rapper Hunxho.
- The multi-channel campaign debuts today (Oct. 22) in-store and online and includes out-of-home ads and content across editorial, influencer and paid channels, including connected TV, YouTube, Reddit, TikTok, Instagram, Pinterest, Facebook and audio.
- By teaming with Megan Thee Stallion and Hunxho, True Religion is tapping into the brand’s enduring popularity in hip-hop culture that has helped it weather financial struggles, including a 2020 bankruptcy.
True Religion has found the proper brand ambassador in Megan Thee Stallion, a superstar musician and cultural figure who isn’t any stranger to major marketing campaigns. The rapper is “hotter than hot without delay” and makes the vacation campaign a “milestone moment” for True Religion, according to CMO Kristen D’Arcy.
“I do know that our loyal customers will love all the things this campaign stands for,” the chief said in a press release. “And with a various, 360-degree approach that features tons of surprise and delight behind-the-scenes content, we’re confident that many recent customers may have a likelihood to discover the brand as well.”
Along with paid content across a wide range of channels including CTV, social media and audio platforms, the campaign features a social media takeover with Instagram personality Dudette and holiday Q&As and digital assets across the brand’s channels. Megan and Hunxho also will probably be featured in behind-the-scenes and editorial content. Additionally, the brand will partner with Megan’s Pete & Thomas Foundation for a community gifting event, giving the campaign a purpose-driven element.
As a part of the campaign, members of the brand’s content-creator platform will create unique content featuring holiday wish lists, “prepare with me” videos, styling suggestions and gift suggestions. True Religion in August launched the Team True platform to forge deeper connections with creators from the worlds of sports, music, film and fashion who’ve an authentic reference to the brand.
Authenticity is essential to the involvement of Megan and Hunxho (the latter of whom has a song called “True to My Religion”) as True Religion has long been worn and name-dropped my rappers and members of the hip-hop community, from Drake to Doja Cat and beyond. The brand’s connection to hip-hop has helped it rebound after a 2020 bankruptcy. Campaign imagery features the pair in key items from the brand’s holiday collection; they may even exhibit looks on the brand’s site and their very own social channels.
Megan’s rise within the music world has been matched by her brand deals. She teamed with Popeyes in 2021, Frito-Lay in 2023 and raps a new edition of Queen’s iconic “We Will Rock You” in a Pepsi campaign timed to the beginning of the 2024 NFL season and upcoming theatrical release of “Gladiator II.”
True Religion last 12 months tapped D’Arcy for the newly-created role of chief marketing officer, enlisting a veteran of Pacsun and American Eagle to help transform the brand into a “DTC, digital-first company.”
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