True Religion Taps Anitta to Lead ‘Own Your True' Campaign
Who better to lead a new campaign that embraces individuality and celebrates self-expression than Brazilian pop star Anitta?
The two-time Grammy nominated artist stars in True Religion's new brand platform, 'Own Your True.'
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The campaign's hero video features original footage of Anitta's journey, inspiring audiences to embrace their authentic selves—something Anitta has championed throughout her career.
'My personal 'true' religion is loving myself and embracing everything that makes me who I am. I have always loved the True Religion brand and was thrilled to work with them to encourage people to never give up on their dreams, and to live their truest, most authentic selves,' Anitta stated.
Through this campaign, True Religion aims to strengthen its position as a cultural leader. In January, the brand was acquired by Washington, D.C.-based private equity firm ACON Investments, L.L.C. and its strategic partner SB360 Capital Partners—a retail investment firm led by American Eagle CEO Jay Schottenstein. This partnership is focused on revitalizing the iconic brand and driving its successful comeback.
Since 2020, the lifestyle denim brand has been widening its scope of products through licensing deals for footwear, children's wear, belts pet accessories and more. Collaborations with Saweetie and Megan Thee Stallion further expanded its reach with women. The Y2K brand landed back in the spotlight this winter after Oscar nominee Timothée Chalamet was seen several times wearing True Religion jeans and jackets.
'We felt the time was right to ignite a bigger cultural movement,' said Kristen D'Arcy, True Religion chief marketing officer. 'True Religion has always stood for disrupting the status quo and now the 'Own Your True' platform gives our community an outlet to confidently claim and express their individuality and their true selves.
'Own Your True' will be carried across several touch points, from True Religion's product assortment to content, collaborations and strategic activations. D'Arcy added that a few talent surprises to come in the months ahead. Activations begin this week in New Orleans ahead of Super Bowl LIX, where True Religion will host customization stations and other interactive activations at Sports Illustrated's The Party. The brand is also planning an activation at Coachella in April.
Additionally, Team True, the brand's ambassador program that partners with rising and established stars and creators across sports, music, fashion and entertainment, will amplify 'Own Your True' through their own original content.
Platform-specific strategies will be activated across Instagram, YouTube, TikTok and Pinterest. Streaming platforms include Paramount+, BET, MTV, and Samba TV. Audio marketing will scale this season with SoundCloud, SiriusXM, Pandora and podcast partnerships for new customer acquisition. A Live Nation collaboration will further connect True Religion with Anitta's fans.
'The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront,' said Michael Buckley, True Religion CEO. ''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.'
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