True Religion Apparel revealed its new Be So Bold campaign, which celebrates the Fearless Style brand relaunch. As part of the brand transformation, the company will be launching a new store concept in key markets this fall.
David Conn, CEO, True Religion, said, “Fearless Style will define our next chapter, enabling consumers to experience an exciting and bold evolution of our product, our retail stores and our brand communications.” The campaign will recruit style leaders to share bold self-expression by posting Tweets, Instagrams, photos or Vines of themselves showcasing their own fearless style using the hashtags #BeSoBold and #EnterToWin. Winning photos and videos will also be displayed on the 9 foot digital storefront windows and interactive kiosks in new stores that will open this fall in New York, Los Angeles, Chicago, Las Vegas and Washington, D.C. Existing stores will also evolve to create an elevated brand experience.