New York, NY (Top40 Charts) True Religion, the iconic global lifestyle brand, is kicking off 2025 with the launch of its new brand platform, "Own Your True," as part of its corporate commitment to build on its cultural leadership position that embraces individuality and celebrates self-expression. "Own Your True" will debut during Super Bowl week with a multi-faceted paid media approach, including a campaign featuring Brazilian pop star Anitta.
"We felt the time was right to ignite a bigger cultural movement," said Kristen D'Arcy, True Religion's 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. 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."
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 13-year career. "As I said in this magical campaign, 'when you know who you are, nothing can stop you,'" said Anitta. "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."
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. In addition, 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 and other music enthusiasts.
"Own Your True" will continue to evolve over the coming months with new collaborations, artist partnerships and more exciting developments and will be present at cultural events that include:
The Super Bowl: A Sports Illustrated-True Religion partnership event for 3,000 guests will feature performances by
Dom Dolla and Diplo along with customization stations and other interactive brand activations bringing consumers into the campaign
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"
In-store and social media: Consumer activations will feature the "Own Your True" ethos of celebrating self-expression
"The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront," said Michael Buckley, CEO of True Religion. "'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."
International superstar Anitta, the "Queen of Brazilian Pop," headlines True Religion's
Spring campaign, which launches the empowering "Own Your True" platform. With a multitude of nominations and awards, including Grammys, Latin Grammys, and American
Music Awards,
Anitta is one of entertainment's most celebrated performers. She has also been recognized by Time, Forbes' "30 Under 30," Vogue, Variety, and WSJ Magazine as one of the world's most influential personalities.
