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True Religion retained DMA United to establish strategic partnerships and alliances to heighten brand awareness and enhance brand relevancy.
On the men’s side, DMA United placed client, NBA All-Star MVP Russell Westbrook, as “Creative Director” for the brand’s communications. Additionally, a co-branded special collection of merchandise was developed under Russell’s guidance and distributed worldwide.
On the women’s side, Super Model Joan Smalls was tapped to create a co-branded capsule collection. Steven Klein photographed Joan’s capsule collection, and Vogue participated as media partner.
True Religion activated the campaign across several consumer touch-points, including traditional advertising (broadcast television, print), digital, POS, OOH, experiential marketing, public relations outreach, and social network media.
Joan Smalls - Spring/Summer 2015 Campaign - Photography: Steven Klein
Russell Westbrook - Spring/Summer 2015 Campaign - Directors: Mauricio and Santiago
Joan Smalls - Spring/Summer 2015 Campaign - Director: Steven Klein
Russell Westbrook - Fall/Winter 2015 - Director: Warwick Saint