Authentic Taps ‘Yellowstone’ Star Cole Hauser as Frye, Lucky Brand Ambassador

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Authentic Brands Group has tapped “Yellowstone” star Cole Hauser as the newest ambassador for its Frye and Lucky Brand labels.

According to the brand management company, Hauser will be featured in global campaigns for both The Frye Company and Lucky Brand and will also participate in collaborations and brand activations which are slated to begin this holiday season. More specifically, Hauser will be prominently featured in the upcoming Lucky Brand holiday campaign and Frye’s spring/summer 2024 campaign.

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Hauser most recently starred as Rip Wheeler in the groundbreaking “Yellowstone” series. He also has several acting credits in movies like “2 Fast 2 Furious,” “Good Will Hunting,” “The Break-Up” and “Dazed and Confused.”

Speaking about the new partnership, Hauser said in a statement that he has “always admired” the authenticity and quality that Frye and Lucky Brand bring to their products. “I’m excited to be associated with these two brands whose legacies span decades and continue to represent the true spirit of American craftsmanship,” he said.

Cole Hauser, Frye, Lucky, brand ambassador, authentic brands group, abg, authentic, yellowstone
Cole Hauser for Lucky Brand. Courtesy of Authentic Brands Group

Stefani Fleurant, SVP of marketing — lifestyle at Authentic, added that the company is “thrilled to welcome Hauser to the Authentic family. “Cole’s authenticity and timeless appeal align perfectly with the values of these brands,” Fleurant said. “We believe that as the new face of Frye and Lucky Brand, Cole will bring a new level of excitement and energy to our consumers and introduce our brands to a broader audience.”

The Frye Company joined Authentic’s portfolio in 2017 when the brand management company acquired 51 percent stake in the footwear label from Global Brands Group Holding Ltd. for a reported $100 million.

As for Lucky Brand, the jeans label was purchased by Authentic in 2020 through its Sparc Group, a partnership with mall developer Simon Property Group, for $140.1 million.

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