True Religion Launches 'Own Your True' Platform with Anitta as Campaign Face

The lifestyle denim brand aims to empower self-expression and achieve $1 billion in sales with its new cultural movement.

Brazilian pop star Anitta leads True Religion's 'Own Your True' campaign, which celebrates individuality and self-expression through a hero video narrating her personal journey.
The 'Own Your True' platform marks a strategic shift for True Religion, evolving from short-term campaigns to a long-term cultural movement aimed at fostering consumer confidence and authenticity.
True Religion plans significant activations tied to major events, including the Super Bowl, Coachella, and NBA All-Star Weekend, to amplify the platform's reach and engagement.
The brand's ambassador program, 'Team True,' will collaborate with creators across music, sports, and entertainment to produce original content aligned with the platform's ethos.
True Religion's leadership sees 'Own Your True' as a driving force in its goal to become a $1 billion brand, building on its resurgence and expanded product offerings since 2020.