Dive Transient:
- Way of life trend model True Faith launched its 2025 vacation marketing campaign, entitled “Wrapped in True,” starring Grammy Award-winning artist Ciara, per a press launch.
- The marketing campaign promotes the model’s seasonal fashions and celebrates multihyphenate girls. A 30-second spot options 5 girls who’ve discovered success in industries together with trend, enterprise, sports activities and tradition.
- The marketing campaign spans digital, video, streaming audio, out-of-home and experiential activations, together with a school campus tour and a drone present throughout main NCAA faculty soccer video games. The vacation effort helps True Faith’s rising girls’s enterprise and a deal with the intersection of trend and sports activities.
Dive Perception:
The vacation season is simply across the bend, and True Faith is utilizing the event to focus on its girls’s enterprise, which has grown by double digits for the final three years, in response to CEO Michael Buckley. The model’s 2024 vacation marketing campaign, which starred rapper Megan Thee Stallion, additionally included a concerted effort to attach with girls consumers. An intentional vacation technique is more likely to be desk stakes this 12 months, with customers forecast to spend 10% much less this season than they did the 12 months prior, in response to Deloitte.
On the middle of “Wrapped in True” is a partnership with Ciara, an entrepreneur, philanthropist, and singer of hits like “1, 2 Step” and “Like a Boy.” The hassle additionally options 5 different multihyphenate girls, together with: Nicole Anderson, a mannequin and actual property agent; Ayan Broomfield, a philanthropist and former skilled tennis participant; Kash Doll, a rapper, actress and entrepreneur; Mahogany Jones, an entrepreneur; and Alisah Washington, founding father of activewear model Le’Chanel. Collectively, the partnerships emphasize the model’s deal with the intersection of trend and sports activities, two sectors which have continued to develop collectively by way of collaborations amongst leagues, gamers and types.
The 5 girls seem in a 30-second spot soundtracked by Kash Doll’s 2019 track “Ice Me Out” that showcases a wide range of True Faith’s seasonal items, together with puffer jackets, denim, velour units and objects embellished with fake agency trim. One other 30-second spot contains a voiceover from Ciara, who asserts, “The vacations aren’t nearly what’s underneath the tree, they’re about the way you present up” in an effort to advertise True Faith’s “Personal Your True” ethos.
“Wrapped in True” contains OOH and experiential activations, like a bus tour that includes members of its Crew True ambassador program that can go to faculty campuses nationwide. The model will even deal with constructing loyalty with youthful consumers by sports activities this fall with efforts like a drone present at main NCAA faculty soccer video games, per launch particulars. True Faith beforehand linked itself to sports activities with the launch final 12 months of its Crew True platform, which is supposed to forge stronger connections with creators from the worlds of sports activities, movie, music and trend, and for the launch of its “Personal Your True” model platform in February.
True Faith is a privately owned firm, with personal fairness agency Acon Investments shopping for a controlling stake within the denim model earlier this 12 months in partnership with SB360 Capital Partnerships. In asserting the model’s “Personal Your True” platform, which included a partnership with Brazilian pop star Anitta, Buckley mentioned that advertising is a key a part of its development technique.
