10.24.22
Yellowstone's Luke Grimes is joining Stetson as its new spokesperson, just as the television series is about to premiere Season Five.
Shot on location at the iconic Diamond Cross Ranch outside Jackson Hole, Wyoming, by director and photographer Blair Getz Mezibov, the new campaign showcases Grimes in his element against an epic Grand Tetons backdrop.
Xiao Li Tan, president of Stetson, "Since its founding in 1865, the Stetson brand has stood for the best of the American spirit—honest, authentic, and independent—and we can think of no one better to embody those values than Luke Grimes. He exudes strength and integrity on camera and off, and his passion for the West makes him the embodiment of the modern Stetson Man."
Li Tan adds, "As a kid from Ohio who grew up to become a new Western icon, Luke represents the power of achieving your dreams on your own terms, and we're thrilled to have him as part of the Stetson family."
I grew up with STETSON," said Grimes. "As an actor and musician, I value authenticity and craftsmanship, and STETSON embodies these values completely. I was really drawn to the tagline of the campaign—'Be Your Own Legend.' It's about living authentically, being true to who you really are. Those are the types of people we call legends."
The national campaign will air on traditional and digital channels, including social media starting on October 25, 2022. Supporting the television and digital campaign will be a robust print campaign within lifestyle and fashion-based media.
In conjunction with the campaign launch, Stetson will continue to expand its fragrance and personal care offering with new, compelling scents, and grooming and personal care products that appeal to a younger demographic. Starting in Fall 2022, STETSON will also introduce new packaging. The new packaging will incorporate visual motifs that evoke the true spirit of Stetson—well made products that get better with age.