Tecovas Debuts National Brand Campaign Opening up a Wider Western Spirit

Tecovas, the trailblazing digitally native western apparel brand known for its high-quality handmade cowboy boots, is launching its first-ever national campaign that includes a new tagline and creative platform, ‘Don’t Go Gently.’ The campaign was created in partnership with independent agency Preacher and represents the first work the shop has produced for Tecovas since the two Austin natives began working together following a competitive pitch in November 2022.

‘Don’t Go Gently,’ which leads with two 30-second spots by director and comedian Kate Hollowell, will debut during the CMT Country Music Awards on April 2nd. Each spot centres on a proudly individualistic yet magnetically social, stereotype-defying character who wears Tecovas while moving to their own beat in an unexpected setting. Their personal fashion choices (and dance moves) epitomise the individualism and optimistic, pioneering spirit of the Old West—as well as the ‘Don’t Go Gently’ tagline. 

"Tecovas is on a mission to reimagine the true spirit of the west -- by taking the best parts of our collective western heritage and using them to mould a new era of western that is profoundly relevant to people today, " said Gillian Kennedy, CMO of Tecovas. "Our new brand campaign, led by tagline 'Don't Go Gently', is based on the idea that life is here for the taking and western goods are a conduit to the best parts of life. Our goal is to be the most welcoming brand in western and spark more of the good stuff in life. This brand campaign is just the start for existing friends and new folks alike that are blazing their own trails. We hope they join us on our mission to widen the spirit of the West.”

Following the CMT debut, the spots will air in :30, :15, :10, and :06-second versions until the end of the year on a wide range of broadcast properties including: Food Network, Bravo, FIFA World Cup and the CMA Awards, and on OTT across Paramount+, Hulu, YouTube TV, Peacock, Discovery+ and CW. Two :60-second spots will run across Tecovas’ owned social channels. In addition to the spots, the campaign consists of social content running across TikTok, Facebook, Instagram and Pinterest, as well as national print, and out-of-home ads (strictly in Austin). 

Founded in 2015, Tecovas is writing a new chapter in the world of western wear. The company is rooted in a love for cowboy boots, a category that historically leans into a tradition that some consumers find intimidating. Tecovas is on a mission to make Western wear more appealing and welcoming to a larger audience, or as executive creative director Brian Jordans said, “To get more West in the people.” It’s a mission that is clearly resonating with consumers: Tecovas has racked up $200 million in sales, and is poised to reach new heights with Preacher in the saddle.

“‘Don’t Go Gently’ is a rejection of approaching life with trepidation and second-guessing. It’s about not being afraid to make waves, not being averse to getting noticed, not shying away from leading by example… it's about being the first to try something, go somewhere and engage with someone,” said Zach Watkins, creative director at Preacher.