Inspired By The Cowboy Spirit
The new global Wrangler campaign ‘For the Ride of Life’ is inspired by the resilience and optimism of the cowboy spirit. It’s styled by Emmy-nominated Heidi Bivens and narrated by rising country star Orville Peck. The campaign celebrates showing up and living life to the fullest, whoever you are, whatever stage you’re in, and no matter what life throws at you.
An Inspirational Campaign Film
‘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.
Heidi Bivens, International Fashion Stylist, And Editor, About The Campaign
“Heritage brands like Wrangler with an authentic story behind them are an important and riveting part of history and continue to shape the world around us today,” said international fashion stylist and editor, Heidi Bivens, who styled the campaign. “Wrangler style has always been associated with action and energy. Iconic images fill my mind: a rodeo girl working with her horse, a musician on an arena stage at a sold-out show, a cowpoke steering cattle on a desert plain. The brand has a western mystique that feels authentic, and to capture the genuine essence of this campaign, I accentuated the natural style and aesthetic of real, everyday people.”
The 75th Anniversary Of The Brand
With the brand’s 75th anniversary celebration next year ahead, they continue with their dedication to Western heritage launching this campaign. 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. Next year they will continue with a year-long celebration of their roots in music, fashion, rodeo, and Western culture.
The Partnership For The Campaign
The ‘For the Ride of Life’ campaign is developed in partnership with New York-based creative agency, YARD NYC. It’s launched in North America and Europe and will be introduced in other regions of the world in the coming months too.
Watch the campaign film ‘For the Ride of Life’ by Wrangler here;