True Religion Unveils “Wrapped in True” Holiday Campaign Targeting Women and College Sports Fans
True Religion is launching its 2025 holiday campaign, titled “Wrapped in True,” featuring Grammy Award-winning artist Ciara. This marks the brand’s first holiday initiative since its acquisition earlier this year, and it emphasizes the growing interplay between fashion and sports.
Campaign Highlights
- Empowering Women: The campaign celebrates multitalented women across various fields, including fashion, business, sports, and culture. It showcases five accomplished women, including model and real estate agent Nicole Anderson, philanthropist and former professional tennis player Ayan Broomfield, rapper and entrepreneur Kash Doll, entrepreneur Mahogany Jones, and activewear brand founder Alisah Washington.
- Diverse Media Strategy: “Wrapped in True” spans digital platforms, video, streaming audio, outdoor advertising, and experiential events. Notably, it features a college campus tour and a spectacular drone show during major NCAA college football games.
A Strategic Approach to the Holiday Season
CEO Michael Buckley highlights that True Religion’s women’s segment has seen double-digit growth over the past three years. The campaign plays a critical role in connecting with women shoppers, especially in light of anticipated consumer spending challenges this holiday season.
Engaging Content
The 30-second main advertisement features a catchy soundtrack by Kash Doll and focuses on showcasing a range of seasonal items, from puffer jackets to embellished denim. Ciara, through her voiceover, reinforces the brand’s message, stating, “The holidays aren’t just about what’s under the tree, they’re about how you show up,” aligning with True Religion’s “Own Your True” ethos.
Building Connections
True Religion aims to build loyalty among younger consumers through sports-related initiatives and its “Team True” ambassador program, designed to strengthen ties with creators from various entertainment sectors.
The brand is now positioned strategically in the fashion-sports nexus, tapping into an evolving market where lifestyle and athleticism increasingly converge.
