True Religion enlists Megan Thee Stallion to tap into hip-hop culture

Dive Brief: True Religion has announced that Grammy Award-winning artist Megan Thee Stallion will be featured in its holiday campaign, “Where Holiday Wishes Come True,” per a press release. The effort also features rapper Hunxho.  The multi-channel campaign debuts today (Oct. 22) in-store and online and includes out-of-home ads and content across editorial, influencer and paid channels, including connected TV, YouTube, Reddit, TikTok, Instagram, Pinterest, Facebook and audio. By teaming with Megan Thee Stallion and Hunxho, True Religion is tapping into the brand’s enduring popularity in hip-hop culture that has helped it weather financial struggles, including a 2020 bankruptcy. Dive Insight: True Religion has found the perfect brand ambassador in Megan Thee Stallion, a superstar musician and cultural figure who is no stranger to major marketing campaigns. The rapper is “hotter than hot right now” and makes the holiday campaign a “milestone moment” for True Religion, according to CMO Kristen D’Arcy. “I know that our loyal customers will love everything this campaign stands for,” the executive said in a press release. “And with a diverse, 360-degree approach that includes tons of surprise and delight behind-the-scenes content, we’re confident that many new customers will have a chance to discover the brand...