Brief encounters

MANILA, Philippines - 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.

The brand’s new campaign is “Show You’re Jockey” which rolls out across Europe as well as many other Jockey International markets. “Show You’re Jockey” comes 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. 

A modern twist on the successful Jockey campaign from the ‘90s, “Let ‘Em Know You’re Jockey,” the legendary campaign appeared at landmark sites like Times Square, showing 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.

Now “Show You’re Jockey” is set to become another classic campaign, using both men and women having playful fun — dropping their outerwear or showing just their waistband. Says Tim Wheeler, president of Jockey’s International Division, “‘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.”