Michael Buckley, chief executive of True Religion, said in a statement: “The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront. “‘Own Your True’ isn’t just a campaign; it’s a statement of who we are now and where we’re headed as a cultural force in the world of lifestyle brands. As we aim to build True Religion into a billion-dollar brand, we expect this new platform to be a driving force behind our growth strategy.” True Religion debut its ‘Own Your True’ strategy over the Super Bowl week with a multi-faceted paid media approach, including a campaign fronted by Brazilian pop star Anitta, featuring the singer’s journey to inspiring audiences “to embrace their authentic selves”.