A global icon in jeanswear and casual apparel, Wrangler® has launched its fall/winter 2021 advertising campaign, ‘For the Ride of Life.’ Inspired by the resilience it takes to see challenges as opportunities and leave nothing on the table, the campaign is styled by Hollywood’s sought-after Heidi Bivens and serves as a springboard for a heightened level of western-inspired fashion and culture that is more relevant worldwide than ever before. The integrated “For the Ride of Life” campaign will launch with broadcast commercials across cable and network TV the week of September 13.
“For the Ride of Life” is anchored by an inspirational campaign film narrated by rising country music star and long-time friend of the brand, Orville Peck. The film features a diverse array of real people following their passions, from a rap crew to a roller girl gang; an eSports player, skateboarder and cowgirl; to young families and an older couple starting a new life together. The result is a celebration of those who live with optimism, joy and courage, no matter where their ride of life may lead.
The campaign represents Wrangler’s continued evolution as a brand balancing dedication to western heritage with strategic growth that is true to its roots. In recent years, Wrangler has expanded its focus to include a broader base of consumers fueled by category expansions in outdoor and female, and geographic expansion with the launch of the Wrangler brand in China. With its 75th anniversary in 2022, the Wrangler brand will launch a year-long celebration, honoring its longstanding presence in music, fashion and rodeo while also celebrating the courage, optimism and triumph of western culture.
