Authentic Names Cole Hauser as Marketing Ambassador for Frye and Lucky Brand

By Allison Watkinson
TLL Reporter
Authentic Brands Group has appointed the American actor Cole Hauser as its newest ambassador for the Frye Company and Lucky Brand.
“We are thrilled to welcome Cole Hauser to the Authentic family,” said Authentic SVP, Stefani Fleurant. “Cole’s authenticity and timeless appeal align perfectly with the values of these brands. 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.”
Initially founded in 1863, the Frye Company is an American manufacturer that specializes in handcrafted leather footwear, accessories, outerwear and more.
The brand’s extensive selection of products are available for purchase at retailers in Canada, the U.S., and through the official Frye Company e-commerce website.
Lucky Brand is an apparel company that primarily offers premium denim and lifestyle products that are inspired by American heritage.
Lucky Brand products can be found at branded store locations and select department stores across North America,
and on Lucky Brand’s official website.
For the promotional partnership, Cole Hauser will be prominently featured in upcoming global marketing campaigns for both the Frye Company and Lucky Brand.
He will also participate in licensing collaborations and brand activations such as the Lucky Brand Holiday Campaign and the Frye Company 2024 Spring and Summer campaign.
“I have always admired the authenticity and quality that Frye and Lucky Brand bring to their products,” said Hauser. “I’m excited to be associated with these two brands whose legacies span decades and continue to represent the true spirit of American craftsmanship.”
Authentic is a global brand development, marketing and licensing company that has acquired the licenses for over fifty lifestyle, entertainment and media brands.
The company officially acquired the Frye fashion brand in 2017. Authentic initially secured the licensing rights to Lucky Brand in 2020.
Authentic connects its brands with an extensive network of licensing, manufacturing, distribution and retail partners to build long-term value in the global market.