Marketing

True Religion platform debuts during Super Bowl week

Image courtesy of True Religion

February 7, 2025

True Religion, a lifestyle brand, is debuting a new brand platform, called "Own Your True," during Super Bowl week.

The campaign features Brazilian pop star Anitta and aims to build on the brand's cultural leadership position of embracing individuality and self expression, according to a press release.

"We felt the time was right to ignite a bigger cultural movement," Kristen D'Arcy, True Religion's chief marketing officer, said in the release. "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. Consumers will experience 'Own Your True'" across every one of our touchpoints, from our product assortment to our content, collaborations and strategic activations with a few talent surprises to come in the months ahead."

"Own Your True" will evolve over the coming months with new collaborations, artist partnerships and developments and will be present at cultural events that include:

• Black History Month: Collaborations with creators who are making an impact in fashion, the arts and entrepreneurship.
• NBA All-Star Weekend: Social media and real-time coverage.
• Coachella: New brand activations and collaborations will elevate "Own Your True".

"The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront," Michael Buckley, CEO of True Religion, said in the release. "'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."