THE recent launch of Wrangler’s True Wanderer 2017 campaign was a success, with fans of the iconic American denim brand flocking to the TriNoma Activity Center to see what exciting new things Wrangler had to offer.
Radio broadcaster Tracy Abad hosted the day’s event that introduced fearless new faces, classic Wrangler fashion and a new campaign to find a True Wanderer among different kinds of adventurers.
On its third year, a bigger and better search was announced by Wrangler (www.wrangler-ap.com/ph), with the search expanded to include not just motorcyclists, but different types of adventurers as well. A group of finalists will be chosen from those who joined, and they will go on a journey across the country, taking photos and completing challenging tasks. The winner to be proclaimed as the one Open Road Hero will win an all-expense-paid trip for two to Batanes and P100,000 worth of Wrangler gear.
To promote and celebrate the expansion of this year’s True Wanderer campaign, the brand introduced during the event Wrangler’s Open Road Heroes, who lead different lives and hail from different backgrounds. Despite their varied origins, they were brought together by their love for exploration.
The first Open Road Heroes were Sabs and Poy, real-life partners who spend their lives living sustainably on the road, driving through the majestic landscape of the Philippines; and Jeff Ortega, a tourism advocate of La Union.
One of the event’s highlights was when Wrangler brand ambassador Jericho Rosales zoomed up a ramp and onto the stage riding his motorcycle, eliciting excited screams from the crowds. The actor posed with the models and encouraged everyone to find their passion for adventure and join the True Wanderer 2017 contest.
The Open Road Heroes also walked the runway in the brand’s fashion show featuring their Spring/Summer 2017 Collection. Classic Wrangler styles were appropriated into versatile pieces that valued style and function.