The campaign will be carried across several touch points including activations at the Super Bowl and Coachella.

True Religion has tapped Brazilian pop star Anitta to kick off its new marketing platform, called “Own Your True.” “Anitta isn’t afraid to be bold and confident,” Kristen D’Arcy, True Religion ’s chief marketing officer, told WWD. “She tells her story in our 60-second video and epitomizes Own Your True.”