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‘Old Town Road’, the country / trap crossover hit from Lil Nas X and Billy Ray Cyrus, is seeing in its seventh week at number 1 of Billboard’s hot 100 with the launch of its highly anticipated and cameo-filled music video. 

Directed by Prettybird’s Calmatic with post production by Electric Theatre Collective, the promo opens in the Wild West in 1889 as Lil Nas X escapes on horseback from a pursuing sheriff played by Chris Rock. His escape eventually propels him into the future (present day 2019), with the likes of Haha Davis, Rico Nasty, Diplo, Jozzy, Young Kio, and Vince Staples also making special appearances. 

To coincide with the video's launch, Wrangler, which is name-dropped in the track with the lyric “Cowboy hat from Gucci, Wrangler on my booty", has partnered with Lil Nas X and Columbia Records to release behind the scenes footage on a pair of jeans. The activity around the partnership was devised by Mother New York. 

“As an iconic brand in fashion, we have shown up in music, film and popular culture for decades, but this is the first time our jeans are actually the key to unlocking a behind-the-scenes look at the making of a chart-topping hit,” said Jenni Broyles, VP/GM, Wrangler North America. “We’re incredibly excited about the success of ‘Old Town Road’ and our partnership with Lil Nas X. It is another great example of the power music – and in our case, fashion – has to unite and inspire us all.” 

Fans can access the footage via some neat technology. By visiting the website WranglerOnMyBooty.com, they can activate an experience allowing them to snap a photo of the back pocket of their Wrangler jeans - which is stitched with the famous leather patch - unlocking access to the video.

“When thinking about partners for Lil Nas X, Wrangler immediately came to mind because of the organic use of the lyric in “Old Town Road.” The phenomenon surrounding the track has broken boundaries and allows for a brand like Wrangler to hone in on its Western DNA while tapping into current culture,” said Jennifer Frommer, SVP of Brand Partnerships, Columbia Records. 

Wrangler has also launched the Wrangler Lil Nas X collection in conjunction with the Old Town Road video. Select pieces of the limited collection are available now for men and women for $39-$149 exclusively on Wrangler.com/Booty. 

Wrangler has a long history of using the platform of popular music to embrace a new generation of fans, staying true to its Western heritage while capturing the essence of the stars that created an era of groundbreaking music, culture and style. In late 2018, Wrangler released its Bohemian Rhapsody capsule collection, honouring the unique style and attitude of Queen frontman Freddie Mercury. Its ICONS collection debuted in early 2019 as the brand’s first global product range, launching at a Wrangler pop-up shop in Soho, London that doubled as a 1970s inspired recording studio. In the US, the brand celebrated the collection launch by hosting three days of live music performances and denim customisation during the South by Southwest (SXSW) music festival at the Austin Motel in Austin, Texas.