True Religion Debuts Its “Own Your True” Platform Featuring Brazilian Pop Star Anitta During Super Bowl Week.
True Religion is kicking off 2025 with the launch of its new brand platform, “Own Your True”. This platform is part of its corporate commitment to build on its cultural leadership position that embraces individuality and celebrates self-expression.
“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,” comments 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.”
‘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:
In-store and social media: Consumer activations will feature the “Own Your True” ethos of celebrating self-expression
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’
“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.”
You can shop for this collection on the True Religion’s website.
