The campaign launch of Show You're JOCKEY

Last Wednesday May 15, 2013, I was invited at the press briefing launch of the brand JOCKEY. I learned a lot about this brand as Jockey's senior brand manager "Enrique Cardenal"  talked about the history of JOCKEY, past ad campaigns, achievements, how JOCKEY evolve and still on top of their game for more than 130 years.


According to Mr. Enrique Cardenal, the new campaign of Jockey is about being confident and comfortable with yourself and the brand you wear reflects that not only is your underwear JOCKEY, so are you.

Since 1935, when Jockey invented the first ever men’s Y-Front® briefs, the global brand has enjoyed a rich history of innovation.  Not only was Jockey the first to design a brief for men, it was also the first to use a branded waistband on its products.  This branding signified genuine Jockey® quality and set the stage for Jockey fans around the globe to wear their favorite underwear with pride.

This is the concept behind the new brand message ‘Show You’re Jockey’ which will roll out across Europe as well as many other Jockey International markets.  ‘Show You’re Jockey’ will come alive through an advertising campaign incorporating online activity, print ads and billboards showing a variety of men and women from different nationalities confidently revealing their Jockey underwear. 

‘Show You’re Jockey’ is seen as a modern interpretation of the successful Jockey campaign from the 1990’s, ‘Let ‘Em Know You’re Jockey’.  The legendary campaign appeared at landmark sites like Times Square, and showed groups of people such as soap opera stars, doctors, snowboarders, firefighters and athletes, all with their pants around their ankles proudly displaying their Jockey underwear.  Not surprisingly, the campaign gained global notoriety and ushered in an era where displaying your pants became a fashion must.

During the launch, Ms. Claudine Lee- Del and the JOCKEY team showcased JOCKEY's product lines featuring Jockey Skimmes, Jockey Next generation No panty line promise, Jockey Sport and Jockey womens shape wear collection. 

‘Show You’re Jockey’ is about to become another classic in the mold of Jockey’s brave, boundary-pushing campaigns throughout the last century.  Using both men and women having playful fun - dropping their outerwear or showing just their waistband - we are communicating a personality for the brand that is positive, upbeat and pure Jockey.  It will unite millions of Jockey fans across the globe, from London to Bangkok, with the simple message that they’re all proud to show they’re Jockey. 

Tim Wheeler, President of Jockey’s International Division, said: “Our advertising campaigns have as rich a history as our company and both have won global acclaim for their bold approach to pushing the boundaries.  From our first live underwear reveal, the “Cellophane Wedding”, to our new ‘Show You’re Jockey’ campaign, we continue to attract consumers to the brand from far and wide.  We have a rich product offering with inspiration from our roots in the USA as well as our diverse international presence, and there’s no better time for us to showcase this as the campaign rolls out.  We are looking to capture the hearts and souls of our consumers, by engaging them in our brand and in our products.  ‘Show You’re Jockey’ is about being confident and comfortable with yourself and the brand you wear reflects that - not only is your underwear Jockey, so are you.

No Panty Line Promise® next generation is offered in a variety of modern silhouettes to fit every body shape and work with any outfit.
  • Invisible panty line no matter what you wear
  • No ride-up, thanks to silky soft silicone edge
  • Smooth microfiber fabric for all-day comfort
  • Offered in a range of modern silhouettes

A breakthrough product in women’s intimate wear, Jockey Skimmies is what you get when you cross a half-slip with shorts, the kind you might wear underneath a too-short dress. But Jockey Skimmies are not shorts – they are the perfect undergarment for extra coverage and added comfort. Made of silky-smoothfabric, a pair of Skimmies glides beautifully under skirts and lets tight dresses skim lightly over your thighs. It has just the right amount of stretch to smooth down your thighs and lower abs and a comfortable waistband keeps everything in place without causing unflattering bulges.

Jockey Sport Microfiber Active is the ideal underwear for the modern man.  Streamlined styles and soft touch microfiber-spandex fabrication promote a full range of motion while mesh panels provide excellent breathability.
The Jockey Sport Microfiber collection is engineered to have the perfect fit for maximum comfort and is offered in variety of young, fresh styles that include a brief and a trunk.  The Jockey Sport Microfiber Active brief and trunk comes in white, black, green, steel gray and indigo.

About Jockey International, Inc.
Jockey International, Inc. is a privately held American company, founded in 1876 by Samuel T. Cooper.  Today, Jockey is a leading manufacturer and marketer of apparel products sold in more than 120 countries around the world.  The 136-year old company is committed quality, comfort, fashion, innovation, and value.  Visit Jockey on the web at www.Jockey.com

Check out all the Jockey product lines at their 16 boutiques and in all the leading department stores nationwide.  Visit also the Jockey Philippines website click here to order online. 



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