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

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 debuted Tuesday 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,” …