Browse Category: rebranding

A New Creative Force

It’s been a year now since True Religion began it’s new marketing blitz, the Be So Bold campaign that we talked about a few days ago. At this point, there’s no disputing how successful the campaign has been – and rightfully so because it’s such a well-constructed message that gets right to the heart of what the True Religion brand is all about. And who do we have to thank for this vision? Well, the answer to that question is almost guaranteed to surprise you.

True Religion goes to NBA star, fashion icon

The answer, of course, is Russel Westbrook. Anyone interested in sports (and, as we discussed in a previous post, many True Religion’s most famous wearers are, indeed NBA fans) will know Westbrook as the star guard of the Oklahoma City Thunder, and a 4-time all-star pick. Westbrook is also known to be a huge icon in the fashion world, elevating the shoes and clothes of his sponsor, Jordan, to new levels of fashion thanks to his incredible sense of style.

Westbrook nails it as creative director

As the brand new creative director for True Religion, Westbrook has been given almost full control over the Be So Bold campaign. Although he hopes to work on designing some products for True Religion himself, Westbrook is reportedly very happy with his new position. We think it will only be a matter of time before the fashion icon steps up to the plate and begins designing clothing for our favorite brand himself!

The True Religion Rebranding Strategy

True Religion has always been known as a company for those with boldness: their iconic jeans have featured one-of-a-kind, striking, often intricate designs unable to be replicated by others in the industry. However, back in September of 2014, the company made that boldness an explicit part of their image by creating a new marketing campaign.

To boldly go…

The new marketing campaign centered around the slogan “Be So Bold,” and featured a very intentional shift away from the traditional marketing media of print to a strategy more dependent on film and social media and networking. The new media featured a new slow-motion film technique and slogans like “Fortune favors the bold,” and “Don’t just make an entrance, cause a scene” to encourage consumers to turn ordinary moments into extraordinary ones.

Recruiting style leaders

One of the cornerstones of the campaign was recruiting so-called “style leaders” to help promote the brand. In order to accomplish this, the company used hashtags on Facebook, Twitter, and Instagram like “BeSoBold,” encouraging these leaders to take photos, videos, and Vines of themselves showcasing their own fearlessness.

In addition, the push included a feature in the movie premier of the “The Hunger Games: Mockingjay Part I,” the penultimate movie of the series of film adaptations of the hugely popular Mockingjay series of young adult novels, as well as “Gone Girl,” another film adaptation of a popular novel.

This marketing push also coincided with a brand new fall collection, the first from Gary Harvey, True Religion’s new creative director.