# True Religion Sets the Bar for Legacy Brands Seeking Cultural Relevance and Authentic Connections

By Melissa Gonzalez · Published 2024-11-01 · Updated 2026-05-19 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/true-religion-sets-the-bar-for-legacy-brands-seeking-cultural-relevance-and-authentic-connections
Creator hub: Retail Refined

> The majority of consumers demand authenticity, and one denim icon is proving heritage brands can thrive by staying culturally connected while evolving their app

## Key points

- True Religion's 'Team True' initiative selects brand ambassadors with genuine affinity for the brand, fostering organic consumer connections rather than transactional endorsements.
- Blending nostalgia—such as the return of baggy denim styles—with current trends helps the brand resonate with both legacy fans and Gen Z audiences.
- Strategic collaborations with sports figures and cultural influencers across music and athletics authentically expand the brand's reach and relevance.

Block Field

A striking [86%](https://worldmetrics.org/brand-authenticity-statistics/) of consumers now prioritize authenticity when choosing which brands to support, emphasizing the value of transparency, authentic connections, and relevance in today's market. [**True Religion**](https://www.truereligion.com/company-about.html?lang=default), remains true to its roots in culture, sports, and music, through authentic partnerships and a modern approach to style. 

> Leading this transformation, Chief Marketing Officer**Kristen D'Arcy**leverages collaborations with sports figures and cultural influencers to engage a new generation of consumers, maintaining the brand's cultural legacy while keeping it fresh.

How can a heritage brand maintain relevance in a market dominated by digital-savvy, culture-conscious consumers? What does it take for brands to build authentic connections in today's landscape?

In the latest episode of [*Retail Refined*](https://marketscale.com/shows/retail-refined/), host [Melissa Gonzales](https://www.linkedin.com/in/melissagonzalezlionesque/) discusses these questions with **True Religion**'s first CMO [Kristen D'Arcy](https://www.linkedin.com/in/kristen-darcy/), and former NBA star [Corey Maggette](https://www.linkedin.com/in/coreymaggette/). Together, they explore **True Religion**'s unique approach to authenticity, nostalgia, and its integration into modern culture. From sports partnerships to [Team True](https://www.truereligion.com/team-true?lang=default&srsltid=AfmBOopTb8lYYeOlVDY_SXZ7u3sPY0lUsJlwZS_f-XulGxT3v_9M5hOa), D'Arcy and Maggette share insights on blending heritage with innovation to deepen consumer loyalty.

**Key Points:**

- **True Religion**'s "Team True" initiative handpicks brand ambassadors who have a genuine affinity for the brand, promoting organic connections with consumers.
- Embracing both nostalgia in fashion and current trends like the return of baggy styles keeps the brand rooted in its legacy while appealing to Gen Z and younger audiences.
- Strategic collaborations with sports figures and influencers align the brand with cultural elements, from music to sports, expanding its reach in an authentic way.

### About the Speakers

**Kristen D'Arcy** is an award-winning global marketing leader with expertise in the luxury, fashion, and beauty industries, recognized on AdAge's 40 Under 40 and Top Digital Marketers lists. She has held key CMO roles at **True Religion**, **HoMedics**, and **PacSun**, driving digital innovation, content strategy, and high-performing e-commerce. Known for her strategic acumen and collaborative leadership, Kristen has successfully managed global teams and integrated marketing programs to deliver exceptional ROI for top-tier brands.

**Corey Maggette** is a former NBA player with over 15 years of experience in professional basketball, including stints with the **Orlando Magic**, **LA Clippers**, and **Golden State Warriors**. Currently, he co-owns the French basketball team **ASVEL Basket** alongside Tony Parker and serves as an analyst for **Bally Sports**, covering the **LA Clippers**. In addition, Maggette is the founder of **Maggette Basketball Academy**, where he uses his NBA and European training experience to mentor and develop young athletes.

Tags: brand authenticity, Corey Maggette, Kristen D'Arcy, retail trends, True Religion

---
Source: MarketScale, https://www.marketscale.com/industries/retail/true-religion-sets-the-bar-for-legacy-brands-seeking-cultural-relevance-and-authentic-connections. Published for AI indexing and citation; cite the canonical URL. Site guide for agents: https://www.marketscale.com/llms.txt