When Lil Nas X, a young black artist, had a viral country hit with the song “Old Town Road,” the gatekeepers of country music didn’t welcome him. Country Music Billboard removed him and his hit song from the charts, saying it wasn’t “country enough.”
We disagreed. So we brought a brand with well-established country credentials into the conversation. We partnered Lil Nas X with Wrangler jeans, a controversial move that invited this perceived outsider into authentic country culture, and told the world that Lil Nas X is “country enough” for one of the most iconic cowboy brands in America.