Jockey was once considered a beloved, iconic American brand. For decades they were the preferred choice of men's underwear and by far the most innovative. They were the brand worn by truly great men like Patton, Babe Ruth and Buzz Armstrong. But in recent years they've become an afterthought, squeezed by cheap brands on one end and high-priced, low-quality fashion labels on the other. So we relaunched the brand, with a new tagline and purpose: to remind America that Jockey has always made great underwear that helps great men support their, er, greatness.
We developed a new look and design system that paired the 100+ year-old history with today’s underwear technology. It not only was a good fit for the campaign, but stood out amongst the competition – that has nothing more to say other than a half naked dude and a logo.