True Religion has tapped Brazilian pop star Anitta to kick off its new marketing platform, called “Own Your True.”
“Anitta isn’t afraid to be bold and confident,” Kristen D’Arcy, True Religion’s chief marketing officer, told WWD. “She tells her story in our 60-second video and epitomizes Own Your True.”
True Religion tapped Anitta because she’s been high-profile, has a Netflix documentary coming out soon, and is a two-time Grammy nominee. As D’Arcy said: “She is not just known as a music and fashion personality. She is highly influential.”
Starting Thursday, Anitta appears on True Religion’s website, on Instagram, YouTube, TikTok, paid media channels and on streaming services. The video has her talking about her journey to make it to where she is today, shows what she could have looked liked as a little girl having big dreams, shows real footage of her performing over the years, and walking on stage in True Religion.
Collaborating with talent is integral to the True Religion ethos. Recently, the brand partnered with Saweetie and Megan Thee Stallion in campaigns. Oscar nominee Timothée Chalamet has been seen wearing True Religion jeans and jackets — without getting paid for it — on red carpets, during his appearance Jan. 26 on “Saturday Night Live,” and at a recent Knicks basketball game.
“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,” D’Arcy said. The brand considers itself “a cultural leader.”
The Own Your True platform will continue for the foreseeable future as the umbrella for True Religion campaigns that are more temporary or fleeting in nature. The platform will appear in True Religion’s product assortment, in True Religion stores, editorial content, collaborations and activations.
After the campaign with Anitta, “There will be a few talent surprises to come in the months ahead,” said D’Arcy. True Religion’s “Team True” ambassador program partners with about 70 rising and established stars and creators across sports, music, fashion and entertainment, including Kyle Smith, the stylist for the NFL, and WNBA star player Lexie Brown, who will help to amplify “Own Your True” through their own original content. In addition, platform-specific strategies will be activated across social media, and streaming platforms including 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 and other music enthusiasts.
On Saturday, the day before the Super Bowl, there will be True Religion activation in partnership with Sports Illustrated during a party in New Orleans where the football championship is being played. The brand is also planning activations at Coachella in April and for NBA All-Star Weekend, social media and real-time coverage is planned.
“My personal ‘true’ religion is loving myself and embracing everything that makes me who I am,” Anitta said in a statement. “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 in True Religion.
Courtesy image
Last January, True Religion was acquired by Washington, D.C.-based private equity firm ACON Investments and its strategic partner SB360 Capital Partners — a retail investment firm led by American Eagle chief executive officer Jay Schottenstein. The sale could lead to a lift in the marketing budget, although True Religion already spends north of 10 percent of its annual sales on marketing. True Religion started planning Own Your True last fall, well before the acquisition. “The approach to marketing has not changed at all based on the transaction,” said D’Arcy.
True Religion has a goal of attaining $1 billion in annual sales, but declined to state its current volume or project when it could reach its goal. Since 2020, the lifestyle denim brand has been widening its scope of products through licensing deals for footwear, childrenswear, belts, pet accessories and more.
In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch has been recognized for its unique look. Aside from premium denim, the company produces sportswear.
“The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront,” said Michael Buckley, True Religion’s chief executive officer. “‘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.”
