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At 70, Wrangler Debuts Its First-Ever Global Campaign

Few brands can say they are worn by rodeo stars and rock stars, but Wrangler can.

In its first-ever global advertising campaign called “Wear with Abandon,” an inclusive range of cast members—from cowboy and female musicians, to Gen Z trendsetters and children playing on bikes—exemplify Wrangler’s wide-reaching appeal.

The campaign is intended to reflect “the adventurous optimism of the cowboy spirit, exemplifying the opportunities that arise when people take risks and choose to live with courage,” the brand said. Shot by American filmmaker and screenwriter Michael Lawrence, the images capture the “moment before” experiences that can define a lifetime.

“The Wear with Abandon campaign demonstrates the emotional reasons that rock stars, riders and everyday heroes around the world have identified with this iconic brand for more than 70 years, and marks the innovative rebirth of the cowboy spirit coming to life,” said Tom Waldron, Wrangler global brand president.

The campaign will be featured in U.S. print, digital, radio and broadcast channels, and will be introduced to other regions of the world in the coming months.

“We’re excited to build on our rich heritage of authenticity as we launch our new global advertising platform,” said Jenni Broyles, Wrangler vice president and general manager for North America. “As we adapt the campaign to local and regional markets around the world, we are also accelerating our focus on creating engaging, innovative experiences coupled with best-in- class apparel products for our consumers.”

Wrangler is taking a more global approach to its design and marketing. In May, Scott Baxter, president and CEO of Kontoor Brands, Wrangler’s parent company, confirmed the company’s focus on markets outside North America following the jeans segment split from VF Corp. “As we grow our new company, our key areas of focus will include aggressively growing our direct-to-consumer distribution and further expanding our global footprint,” he said.

The brand rolled out its New Icons collection earlier this year, marking the occasion with a London pop-up shop.