Experiential preview gives “Wrangler on My Booty” a new meaning,
teases capsule collection launch
GREENSBORO, N.C.–(BUSINESS WIRE)–With the country/rap crossover hit “Old Town Road” from Lil Nas X
skyrocketing to No. 1 (Billboard), the Wrangler®
brand announced today that it has partnered with the artist and Columbia
Records to release exclusive behind-the-scenes footage from the filming
of this summer’s most highly-anticipated music video for the first time
ever on a pair of jeans.
“As an iconic brand in fashion, we have shown up in music, film and
popular culture for decades, but this is the first time our jeans are
actually the key to unlocking a behind-the-scenes look at the making of
a chart-topping hit,” said Jenni Broyles, VP/GM, Wrangler North America.
“We’re incredibly excited about the success of ‘Old Town Road’ and our
partnership with Lil Nas X. It is another great example of the power
music – and in our case, fashion – has to unite and inspire us all.”
When thinking about partners for Lil Nas X, Wrangler immediately came to
mind because of the organic use of the lyric in “Old Town Road.” The
phenomenon surrounding the track has broken boundaries and allows for a
brand like Wrangler to hone in on its Western DNA while tapping into
current culture, said Jennifer Frommer, SVP of Brand Partnerships,
Columbia Records.
An Innovative Digital Experience
Lil Nas X has given fans an opportunity to unlock some behind-the-scenes
footage from the filming of the “Old Town Road” music video using
innovative digital technology. By visiting the website WranglerOnMyBooty.com,
consumers can activate an experience allowing them to snap a photo of
the back pocket of their Wrangler jeans stitched with the famous leather
patch, unlocking access to the video.
Fans are encouraged to share their Wrangler selfie on social media using
the hashtag #WranglerOnMyBooty and shop Wrangler.com
for the new collection.
Official Music Video
Wrangler, the iconic apparel brand, is name-dropped in the chart-topping
track, with Lil Nas X proclaiming his affinity for cowboy culture with
the lyric “Cowboy hat from Gucci, Wrangler on my booty.” Along with
Billy Ray Cyrus, who is featured in the hip-hop hybrid song, Lil Nas X
is joined in the new video by an array of Wrangler-clad backsides.
Wrangler Lil Nas X Collection
The partnership with Lil Nas X and Columbia displays the versatility of
Wrangler and its power to shape trends in modern fashion while
maintaining its Western DNA. In that spirit, the brand has launched the
Wrangler Lil Nas X collection in conjunction with the “Old Town Road”
music video release. Select pieces of the limited collection are
available now for men and women for $39-$149 exclusively on Wrangler.com/Booty.
Wrangler has a long history of using the platform of popular music to
embrace a new generation of fans, staying true to its Western heritage
while capturing the essence of the stars that created an era of
groundbreaking music, culture and style. In late 2018, Wrangler released
its Bohemian Rhapsody capsule collection, honoring the unique style and
attitude of Freddie Mercury, music idol and lead singer of Queen. Its
ICONS collection debuted in early 2019 as the brand’s first global
product range, launching at a Wrangler pop-up shop in Soho, London that
doubled as a 1970s inspired recording studio. In the U.S., the brand
celebrated the collection launch by hosting three days of live music
performances and denim customization during the South by Southwest
(SXSW) music festival at the Austin Motel in Austin, Texas.
The project was created by Mother New York.
For more information about the Wrangler Lil Nas X collection, visit Wrangler.com/Booty.
About Wrangler®
Wrangler® is an icon in authentic American
style, standing the test of time around the world for more than 70
years. With a rich legacy rooted in the American west, Wrangler®
commits to offering unmatched quality and timeless design. Its
collections for men, women and children look and feel great, inspiring
those who wear them to be strong and ready for life, every day.
Wrangler® is available in retail stores
worldwide, including brand flagship stores in Denver and Dallas,
department stores, mass-market retailers, specialty shops, western
outfitters, and at Wrangler.com.
Contacts
PR Contact:
Evan Boyer
919-277-1148
[email protected]
