How we redefined a western heritage brand for a new generation.
Wrangler is built on Western life.
but the brand needed a fresh take. Our challenge: modernize “Long Live Cowboys” through raw, cinematic storytelling that channels real struggle, resilience, and triumph.
the Brief:
the strategy:
Reassert Wrangler’s relevance by reframing the cowboy not as a relic, but as a symbol of timeless resilience. Position “Long Live Cowboys” as a modern-day rally cry, less about rodeo nostalgia, more about the grit it takes to rise, fall, and rise again. Speak to a new generation by tapping universal truths: identity, discipline, and the drive it takes to chase something worth while.
the result:
Rolled out across North America with heavy reach during NFL games and partner retail channels
Achieved 4.2M views on TV and streaming within first two weeks
Delivered a 25% lift in brand sentiment around modern relevance (vs. pre-campaign benchmarks)
Generated 18% increase in Wrangler search interest, and a 22% bump in premium denim sales in test retailers
Exceeded internal expectations and became the cornerstone of Wrangler’s new creative direction
the praise:
“This wasn’t just a campaign, it became a movement. The response was immediate and emotional. Within days, it was clear we had something iconic on our hands. It redefined what ‘Long Live Cowboys’ means for a new generation, and set a bold direction for the brand.”
—Holly Wheeler, VP Global Brand Marketing, Wrangler
