George Strait has spent decades embodying a distinctly Texas kind of country music: straightforward, steady and rooted in tradition. Wrangler’s latest advertisement puts that image front and center—and marks another chapter in a relationship that began more than 30 years ago.
Released on September 21, the new spot features Strait at several locations around Texas, accompanied by a voiceover about staying true to yourself. It’s a fitting message for an artist and a clothing brand whose partnership has endured since 1992.
A collaboration that began in 1992
Strait’s relationship with Wrangler began in 1992, when the brand featured him in advertising that appeared in magazines and on television. At the time, the campaign connected two familiar symbols of country and Western culture: a widely recognized country singer and a denim company with deep roots in Western wear.
The partnership has continued well beyond those early advertisements. Today, it includes the George Strait Collection, a dedicated range of clothing that carries his name and reflects the practical, classic style associated with both the artist and Wrangler.
What’s in the George Strait Collection?
The collection includes jeans, shirts, a vest and a pullover. Those pieces give the partnership a presence beyond advertising: fans can choose clothing from a range associated directly with Strait.
The collection also illustrates how a long-running celebrity collaboration can develop over time. What began with magazine and television spots has grown into a product line, linking the public image of an artist with the everyday clothing a brand sells.
Inside the new Wrangler ad
The September 21 advertisement shows Strait in different settings around Texas. Rather than relying only on a product-focused pitch, the commercial builds around a voiceover that reflects on authenticity.
Strait says, “You know how to spot an original because they never change who they are or what they stand for.” The line ties the ad’s message to his public persona: an artist whose career has been closely associated with traditional country music and a consistent style.
The Texas locations add another layer to the spot. They place Strait in the setting most closely linked with his identity and with the Western heritage that Wrangler draws on in its branding. Together, the scenery and voiceover make the commercial less about a single garment and more about the values the partnership wants to convey.
Larry the Cable Guy weighs in
Comedian Larry the Cable Guy shared the new advertisement and praised Strait’s connection with Wrangler. He joked that Wrangler does not need any help from him, but added that he would pass along anything George Strait is promoting.
His response reflects the appeal of a collaboration built on familiarity. Strait’s association with Wrangler is not new or unexpected; it is a long-established part of both his brand and the company’s advertising history.
Why the partnership has lasted
A celebrity endorsement can attract attention, but maintaining a partnership for decades requires a connection that feels credible to audiences. Strait’s image and Wrangler’s Western-wear identity have remained closely aligned, allowing the collaboration to evolve from traditional media advertising to a named clothing collection and a new campaign.
The latest commercial also draws on a message with broad appeal: an original remains recognizable by staying consistent. In Wrangler’s ad, that idea speaks to Strait’s career as well as to the brand’s heritage.
A familiar message, refreshed
More than 30 years after Strait first appeared in Wrangler advertisements, the September 21 campaign revisits the qualities that helped make the partnership work: Texas roots, a classic Western image and a commitment to staying true to one’s identity. With new scenes across Texas and a voiceover about what makes someone an original, the ad gives a longstanding collaboration a fresh chapter.
For longtime fans, it’s another meeting of two familiar names. For newer audiences, it’s a glimpse into a partnership that has grown from magazine and television spots into the George Strait Collection—and continues to connect country music with Western style.
