LOS ANGELES – Denim brand True Religion unveiled its new brand platform “Own Your True” featuring Brazilian pop star Anitta, marking its first major campaign since private equity firm Acon Investments acquired a controlling stake in January. The multi-channel initiative debuted during Super Bowl week and will leverage social media, streaming platforms, and celebrity ambassadors to promote self-expression.
Strategic Rebranding Push
The campaign aligns with True Religion’s post-bankruptcy revitalization efforts, targeting cultural moments like Black History Month and Coachella. CEO Michael Buckley stated the platform reflects the brand’s ambition to become a “billion-dollar cultural force,” with Team True ambassadors—including emerging and established stars—generating original content to amplify its message.
Private Equity Backing Growth
Acon Investments and SB360 Capital Partners’ undisclosed stake acquisition aims to accelerate product diversification and global expansion. The deal’s timing coincides with True Religion’s recent resurgence, including a holiday campaign with Megan Thee Stallion and the relaunch of its loyalty program, True Rewards.
Authenticity-Driven Marketing
A 60-second hero video chronicles Anitta’s 13-year career as a metaphor for the brand’s authenticity focus. The campaign will deploy platform-specific strategies across Instagram, TikTok, and YouTube, alongside streaming partnerships with Paramount+ and SiriusXM.
Context & Background
True Religion filed for bankruptcy in 2020 but has since regained traction in hip-hop culture. CMO Kristen D’Arcy cited collaborations like Megan Thee Stallion’s as “milestone moments” in rebuilding the brand’s image.
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