Lucky Brand Announces Charlie Puth as New Brand Ambassador Celebrating the Brand’s Enduring Connection to Music

Lucky Brand, the iconic denim and lifestyle company known for celebrating individuality and self-expression for more than 30 years, today announced Grammy-nominated singer, songwriter and producer Charlie Puth as its newest brand ambassador, marking the next chapter in the brand's enduring connection to music and its commitment to celebrating original voices.

For more than three decades, music has been woven into Lucky Brand's DNA. Guided by the belief that Lucky Brand is for people who make their own luck, the brand has long celebrated artists and creators who forge their own path. Charlie Puth embodies that spirit, having built a career defined by originality, curiosity and a relentless pursuit of his own creative vision.

"Just as music transcends generations, Charlie's artistry has a way of resonating across audiences and moments," said Stefani Fleurant, Executive Vice President, Sports & Lifestyle Marketing at Authentic Brands Group, owner of Lucky Brand. "He's an artist who has always stayed true to his vision, and that makes him a natural fit for Lucky Brand. He reflects the independent spirit that has been part of our story from the very beginning."

"I've always believed the best work comes from staying true to who you are," said Charlie Puth. "That's what drew me to Lucky Brand. There is a genuine appreciation for individuality and the confidence to do things your own way, and I'm excited to be part of a brand that celebrates people who make their own luck."

"Lucky Brand has always been inspired by people who express themselves unapologetically and leave their mark on culture," said Marisa Thalberg, Chief Marketing Officer of Catalyst Brands, operating partner for Lucky Brand. "Charlie embodies that spirit in a way that feels effortless. His originality, curiosity and passion for his craft make him a natural partner as we continue building a brand that celebrates individuality and the enduring connection between style and music."

Charlie Puth's partnership marks the next step in Lucky Brand's cultural evolution and retail expansion. The campaign will be supported through an integrated marketing campaign spanning paid media, owned channels, organic social, in-store marketing and select wholesale partner activations. Throughout the season, the brand will continue spotlighting artists, creators, and innovators whose work reflects the independent spirit that has defined Lucky Brand for more than 30 years. Lucky Brand is available at Lucky Brand stores, select retailers and at luckybrand.com.

About Lucky Brand

WEAR LUCKY. FEEL LUCKY. Lucky Brand was founded in 1990 with a spirit of reinvention. Rooted in premium denim, Americana and self-expression, our brand is for the free-thinkers and the optimists who don't take life too seriously. Our denim and lifestyle wares portray personality through perfectly imperfect, often American heritage inspired details that bring levity to any look, or situation. Wear Lucky and make good fortune. Feel lucky, and you'll find it. Shop Lucky Brand in freestanding store locations across North America, select department stores and on luckybrand.com. Follow us on Instagram and TikTok @LuckyBrand.

About Charlie Puth

We've seen Charlie Puth in many different lights. We met him as a kid in his early twenties seated behind a piano in videos, in the studio, or at awards ceremonies during the NINE TRACK MIND-era. We've watched him as a young man in the spotlight, getting "ATTENTION" from every angle. Today, we know him as a proven career artist and now-married man with a decade-plus of music in the rearview and a lifetime ahead of him. Over the past few years, you didn't have to look far to hear or see Charlie. Beyond picking up three Billboard Music Awards and an E! People's Choice Award, he has garnered five GRAMMY® Award nominations, two American Music Awards nominations, and a Golden Globe® Award nomination. He scored three consecutive Top 10 debuts on the Billboard 200 with the 2x-Platinum Nine Track Mind [2016], Platinum-certified Voicenotes [2018], and Charlie [2022]. The latter incited widespread acclaim as Rolling Stone raved, "the man with the perfect pitch proves he's got the perfect formula for a great pop record too," and The Line of Best Fit christened it "his most authentic work to date." He also tallied tens of billions of streams and gathered dozens of Multiplatinum, Platinum, and Gold certifications around the globe, ranging from the Diamond-Certified Hot 100 #1 "See You Again" [with Wiz Khalifa] and 6x-Platinum "ATTENTION" to the 5x-Platimum "We Don't Talk Anymore" [feat. Selena Gomez] and 4x-Platinum "Marvin Gaye" [feat. Meghan Trainor]. Not to mention, he emerged as the rare phenomenon equally suited to collaborate with either James Taylor and Sir Elton John or Sabrina Carpenter and Boyz II Men. Selling out tours across continents, he appeared on late-night television shows such as The Tonight Show Starring Jimmy Fallonand Jimmy Kimmel LIVE! The Diamond-certified multi-GRAMMY® Award-nominated singer, songwriter, producer, and multi-instrumentalist magnifies shines a light on who he is with his fourth full-length LP, Whatever's Clever [Atlantic Records]. Across the album, he magnifies his thoughts, feelings, experiences, and dreams like never before on, incorporating old school analog keys, experimenting with recording techniques, and working closely with co-producer BloodPop®. It's the sound of an artist and a man coming into his own with charm, charisma, and confidence. That's Whatever's Clever.

About Authentic Brands Group

Authentic Brands Group (Authentic) is a global brand and entertainment platform that owns and invests in iconic intellectual property and cultural assets. It accelerates brands through a set of specialized businesses that combine powerful storytelling, premium content, unforgettable live experiences and global commerce. Through a network of more than 1,700 best-in-class licensees and strategic partners across 150 countries and expansive distribution, Authentic's brands drive more than $36 billion in annual systemwide retail sales worldwide.

Authentic's diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Its roster includes Reebok, Champion, Shaquille O'Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, GUESS, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.

For more information, visit corporate.authentic.com. Follow Authentic on LinkedIn, Instagram and WeChat.