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It’s good to be country music artist Jason Aldean. His latest single, “Big Green Tractor,” is moving up the charts and he signed with Wrangler Western Wear to be the exclusive spokesman for a new line of jeans.
This story first appeared in the July 21, 2009 issue of WWD. Subscribe Today.
Aldean, whose song is number 13 on the Billboard Hot 100 Country Songs chart, will be the face of Wrangler Retro, a more contemporary offering from the VF Corp.-owned denim maker. Wrangler Retro, which is targeted to 18- to 35-year-old men, features a lower rise, updated fabrics, contemporary trim details and two fits: boot-cut and straight leg. They will retail for $60 and be sold in Western specialty stores beginning in August.
“The look of the Wrangler Retro line speaks directly to Jason’s fan base,” said Edyie Brooks-Bryant, senior manager of marketing and special events for Wrangler Western Wear, who added Aldean is a “natural match for this collection, and he has been a Wrangler favorite for a long time.”
Aldean said he’s been wearing Wrangler jeans for more than a decade. “There’s nothing cooler than a good fitting, worn-in pair of Wrangler jeans, so it’s great that with the new Retro line, my fans can go out and rock the same styles I love.”
Aldean also will be featured in the advertising campaign for the new jeans collection. Ads will run on CMT, GAC and ESPN as well as in print publications, including People Country and Country Weekly. Local radio, online marketing and social media will be employed as well, Wrangler said, noting that Aldean’s music will be featured in the ads.
Aldean is scheduled to perform on the “The Tonight Show With Conan O’Brien” on Thursday.