Dive Brief:
- Lifestyle style model 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 model’s seasonal fashions and celebrates multihyphenate ladies. A 30-second spot options 5 ladies who’ve discovered success in industries together with style, enterprise, sports and tradition.
- The campaign spans digital, video, streaming audio, out-of-home and experiential activations, together with a college campus tour and a drone present throughout main NCAA college soccer video games. The holiday effort helps True Religion’s rising ladies’s enterprise and a concentrate on the intersection of style and sports.
Dive Insight:
The holiday season is simply across the bend, and True Religion is utilizing the event to spotlight its ladies’s enterprise, which has grown by double digits for the final three years, in accordance with CEO Michael Buckley. The model’s 2024 holiday campaign, which starred rapper Megan Thee Stallion, additionally included a concerted effort to attach with ladies customers. An intentional holiday technique is more likely to be desk 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 additionally options 5 different multihyphenate ladies, together with: Nicole Anderson, a mannequin and actual property agent; Ayan Broomfield, a philanthropist and former skilled tennis participant; Kash Doll, a rapper, actress and entrepreneur; Mahogany Jones, an entrepreneur; and Alisah Washington, founding father of activewear model Le’Chanel. Together, the partnerships emphasize the model’s concentrate on the intersection of style and sports, two sectors which have continued to grow together via collaborations amongst leagues, gamers and types.
The 5 ladies seem in a 30-second spot soundtracked by Kash Doll’s 2019 track “Ice Me Out” that showcases a wide range of True Religion’s seasonal items, together with puffer jackets, denim, velour units and gadgets embellished with fake agency trim. Another 30-second spot encompasses a voiceover from Ciara, who asserts, “The holidays aren’t just about what’s under the tree, they’re about how you show up” in an effort to advertise True Religion’s “Own Your True” ethos.
“Wrapped in True” consists of OOH and experiential activations, like a bus tour that includes members of its Team True ambassador program that can go to college campuses nationwide. The model can even concentrate on constructing loyalty with youthful customers via sports this fall with efforts like a drone present at main NCAA college soccer video games, per launch particulars. True Religion beforehand linked itself to sports with the launch final yr of its Team True platform, which is supposed to forge stronger connections with creators from the worlds of sports, movie, music and style, and for the launch of its “Own Your True” brand platform in February.
True Religion is a privately owned firm, with personal fairness agency Acon Investments shopping for a controlling stake in the denim model earlier this yr in partnership with SB360 Capital Partnerships. In saying the model’s “Own Your True” platform, which included a partnership with Brazilian pop star Anitta, Buckley said that marketing is a key part of its development technique.