Wrangler, Dickies Launch Upbeat Campaigns

Wrangler and Dickies are both launching upbeat campaigns celebrating everyday people and charitable endeavors. 

The venerable denim brand’s fall/winter 2021 campaign, “For The Ride of Life,” is styled by Emmy-nominated Heidi Bivens and narrated by rising country star and long-time friend of the brand, Orville Peck. 

With Wrangler’s upcoming 75th anniversary, this campaign aims to continue the brand’s evolution of strategic growth, while staying true to its authentic western roots, according to the company. 

Focusing on living life the the fullest, the campaign 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; and young families and an older couple starting a new life together.



“We hope this campaign encourages fans of the brand to have courage, take charge and keep pushing forward through the cowboy spirit within all of us as we look to the future,” Holly Wheeler, vice president of global brand marketing at Wrangler, says in a release. 

The integrated campaign, developed in partnership with New York-based creative agency, Yard NYC, is launching with broadcast commercials across cable and network TV.

Meanwhile, Dickies is debuting a multimedia effort with the theme “United by Good Work” from global creative house Dazed.

Building on its 2020 United by Inspiration campaign, the effort focuses on three purpose-driven communities: Habitat for Humanity of Greater Los Angeles; Alma Backyard Farms, focused on providing juvenile offenders and prisoners with the opportunity to interact with nature; and the 11:11 Creative Collective, a women-led nonprofit that develops accessible art installations and arts-related educational programming.

The effort, launching today, includes global digital, social media and custom content.

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