Client

Just Keep Livin

Industry

Ask

Brand Awareness

The Challenge

Launch a brand that lives at the intersection of celebrity, cause, and cool—without leaning too hard on any one of them.

Matthew McConaughey’s just keep livin (JKL) wasn’t meant to be another celeb merch line. It was a full lifestyle brand rooted in McConaughey’s personal philosophy and tied directly to his just keep livin Foundation, which empowers at-risk youth through fitness, wellness, and community.

But a brand with that much depth needed more than a logo and a quote tee.
It needed full-scale positioning, storytelling, and creative firepower to turn it into a movement—not just a moment.

The Strategy

Build a brand that feels lived-in, not tacked on.

TMV leaned into the ethos of purposeful simplicity—creating a brand world that felt authentic to McConaughey, resonated with his fans, and made giving back feel cool, not preachy.

We positioned JKL as effortless apparel for people who move with meaning—where every piece was more than fabric. It was a mindset.

The Execution

TMV served as AOR from brand birth to sell-through:

  • Brand Platform + Voice: Defined positioning, values, and visual tone to sit between outdoor lifestyle, laid-back Americana, and charitable impact.
    Product Naming + Catalog Development: Wrote copy and design systems for seasonal lines, including print and digital catalogs.
  • Photoshoots & Art Direction: Directed lifestyle and studio shoots across Texas and California, with storytelling that balanced product, attitude, and mission.
  • Website Development + UX: Designed and built a mobile-first eCommerce experience with storytelling baked into every scroll and click.
  • Social Media Launch + Content: Built the initial following, content calendar, influencer seeding, and a tone that channeled McConaughey’s vibe without parody.
  • Experiential Launch Events: Activated pop-ups and private previews that brought the brand to life in real-world, press-friendly environments.
  • CRM & Retention Strategy: Built out email marketing, list segmentation, and product drops with lifecycle messaging tied to content and cause.

The Results

  • Brand launched nationally with immediate sell-through on limited-edition drops
  • Earned coverage in GQ, People, Esquire, and major lifestyle outlets
  • Website bounce rate < 40%, with 3.5x industry average engagement
  • Foundation donations tied to apparel sales increased post-launch
  • Built a brand with lasting value, not just celebrity halo

Do you know what you provide?

Contact TMV Group to discuss how we can craft a winning strategy for your institution or business.