True Religion enlists Megan Thee Stallion to tap into hip-hop culture

Dive Brief:

True Religion has announced that Grammy Award-winning artist Megan Thee Stallion will 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.

Dive Insight:

True Religion has found the perfect brand ambassador in Megan Thee Stallion, a superstar musician and cultural figure who is no stranger to major marketing campaigns. The rapper is “hotter than hot right now” and makes the holiday campaign a “milestone moment” for True Religion, according to CMO Kristen D’Arcy.

“I know that our loyal customers will love everything this campaign stands for,” the executive said in a press release. “And with a diverse, 360-degree approach that includes tons of surprise and delight behind-the-scenes content, we’re confident that many new customers will have a chance to discover the brand as well.”

Along with paid content across a variety of channels including CTV, social media and audio platforms, the campaign includes 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 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 part of the campaign, members of the brand’s content-creator platform will create unique content featuring holiday wish lists, “get ready with me” videos, styling tips 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 have an authentic connection with the brand.

Authenticity is key 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 will also show off looks on the brand’s site and their own social channels.

Megan's rise in the music world has been matched by her brand deals. She teamed with Popeyes in 2021, Frito-Lay in 2023 and raps a new version of Queen’s iconic “We Will Rock You” in a Pepsi campaign timed to the start of the 2024 NFL season and upcoming theatrical release of “Gladiator II.”

True Religion last year 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.”