True Religion is partnering with premier league footballer Tyrhys Dolan for the brand’s latest men’s campaign, featuring a bevy of fresh styles that merge sport with sportswear for a collection that embodies athleticism.
“Tyrhys embodies the next generation of athletes who shape culture well beyond the pitch,” Kristen D’Arcy, True Religion’s chief marketing officer, told WWD.
“His confidence, individuality and style naturally align with True Religion as soccer continues to inform global fashion. Tyrhys is the perfect partner to showcase how our heritage can connect with a new generation of consumers through sport, style and self-expression.
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With this new collection spotlighted in the Dolan-starring campaign, True Religion “builds on our signature denim through a modern sportswear lens,” D’Arcy said.
“You’ll see oversize logo Ts, premium fleece hoodies and matching shorts, elevated jersey-inspired pieces [and] relaxed denim silhouettes. We’ve balanced comfort cues with the bold details that define True Religion.”
The collection and campaign also debut as interest in the ongoing World Cup continues to build, with Spain and Argentinasecuring their respective places in the finals. Indeed, the global sporting event has “amplified the intersection of sport, fashion and culture and we’ve seen heightened enthusiasm for soccer-inspired style,” D’Arcy said.
“Engagement is increasing among consumers seeking versatile, athletic-influenced pieces and partnerships like Tyrhys’s feel timely and authentic.”
Tyrhys Dolan joins other emerging talent, including social media influencer Wendy Ortiz, as the latest star to front a True Religion campaign. Ortiz’s campaign with the brand, spotlighting end-of-summer denim essentials, debuted Wednesday.
True Religion’s latest campaign and collection comes nearly one month after the brand announced four new stores in the U.S. market. The new stores bring True Religion’s total brick-and-mortar properties up to 61. Operated under chief executive officer Michael Buckley, the brand’s goal is to reach 150 stores in the U.S.
