Dive Brief:
- Lifestyle fashion brand True Religion launched a new brand platform and campaign, “Own Your True,” featuring Brazilian pop star Anitta, according to a company release.
- The campaign is designed to encourage consumers to embrace their individuality and express themselves. The effort debuted during Super Bowl week and will 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 continue to develop through events like Black History Month, Coachella and the NBA’s All-Star Weekend.
Dive Insight:
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 in the denim brand in partnership with SB360 Capital Partners. While terms of the deal weren’t disclosed, the companies said they will work together to accelerate True Religion’s growth, expand the brand’s reach and diversify its product offerings.
In a statement accompanying the announcement of the new campaign, CEO Michael Buckley noted that the marketing is part of those broader expansion plans.
“The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront,” Buckley said in release details. “‘Own Your True’ isn’t just a campaign; it’s a statement of who we are now and where we’re headed as a cultural force in the world of lifestyle brands. As we aim to build True Religion into a billion-dollar brand, we expect this new platform to be a driving force behind our growth strategy.”
Behind its new platform and campaign is a focus on authenticity, a strategy adopted by a number of other retailers of late. A 60-second campaign video highlights Anitta’s journey along her 13-year career, showcasing how the pop star has remained true to her authentic self even as she has become more popular.
“Own Your True” will 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 will be deployed across Instagram, TikTok, Pinterest and YouTube. The campaign will also 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 effort.
True Religion has been working to build 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 company brought back its loyalty program, which it renamed True Rewards, offering discounts and promotions, as well as access to music, sports and other cultural events with True Religion partners and Team True creators.
