True Religion Deepens Ties with Content Creators
From Chief Keef to Saweetie, influential fans have been a part of True Religion’s DNA since it launched in 2002. Now a new content-driven initiative tightens those ties.
True Religion recently launched Team True, a content-creator platform comprising talented individuals from the worlds of sports, music, film, fashion and more who have authentic connections to the brand and its consumers.
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“Team True exists as a community of cultural icons and content creators who ‘truly’ resonate with our core consumers,” said Kristen D’Arcy, True Religion’s chief marketing officer. “They are enthusiastic friends of our brand whom we’ve brought onboard not simply to outfit, but, more importantly, to hear their ideas and incorporate them. We’ve gotten some incredible insights on everything from potential collaborations to philanthropic opportunities.”
Content will live across True Religion’s digital channels including its website, app, Instagram, TikTok and Facebook accounts. It will span videos, images, montages and audio clips.
Team True’s current roster includes 21 individuals, hand-picked by the brand itself, including actors, musicians, athletes and other multi-hyphenates. In addition to having True Religion in common, they are “champions at their craft and rooted in culture,” the brand stated.
Members include Cordell Broadus, the filmmaker and music producer son of Snoop Dog; Los Angeles Sparks Guard Lexie Brown; country artist Zay Wilson; Boogie Ellis of the Sacramento Kings; musician MonaLeo; Nyree Brown, four-time MVP in track and field at UCLA; Patrick Cornett, DJ and MMA fighter; Chicago Sky guard Dana Evans; basketball player-turned-actor Sheldon Bailey; Corey Maggette, basketball analyst and NBA veteran; and Michaela Flood, known for customizing her denim for game days when she cheers on her fiancé, Minnesota Vikings player Patrick Jones II.
Influencer India Love Westbrooks, who began her relationship with True Religion when she co-starred in the brand’s Holiday 2023 campaign, is also a Team True member. “Having the opportunity to work with a brand that is so authentic to who I am and where I come from has been amazing to me,” Westbrooks said. “I love True Religion and everything that it stands for. I’m so excited to continue to expand my relationship with the brand and honored to be a member of Team True.”
The brand anticipates that Team True will reach hundreds of members over the coming years.
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