KENOSHA, Wis. (May 10, 2013) –Jockey International, Inc. is celebrating real, everyday athletes with a dynamic, multimedia advertising campaign. The campaign supports the new men’s JOCKEY® Sport Performance Underwear with a “Get Real” theme, calling out not only real product features and benefits, but the celebration of real, everyday athletes. The campaign even features baseball legend Babe Ruth. Richard Kirshenbaum’s creative agency NSG/SWAT delivers digital, tv and print creative. Media planning and buying by partner, GRP Media.
“We designed the ‘Get Real’ campaign to encourage the everyday athlete to think of their underwear as a crucial component of their gear for sports performance,” stated Dustin Cohn, Chief Marketing Officer at Jockey. “Jockey has been making men’s underwear for more than 100 years, so we know what guys need. The right underwear makes all the difference.”
The Jockey Sport campaign targets active adult males who engage regularly in sports and fitness activities. Tongue-in-cheek advertisements debut in the June issues of Men’s Health and Maxim, as well as on Complex.com and ESPN.com, encouraging men to “be good to their manhood” and avoid offensive odors by wearing th Jockey Sport products (which feature anti-microbial, odor-fighting fabrications).
“We are thrilled to work on the launch of Jockey Sport,” said Richard Kirshenbaum, Chief Creative Officer at NSG/SWAT. “It’s a true priviledge to see one of America’s great heritage brands innovate and create breakthrough products and marketing.”
Debuting today across ESPN and Comedy Central, the TV spots (a :30 and a :15) feature Hall of Famer Babe Ruth—a Jockey wearer himself—who was known for being a real man’s man as well as a legendary athlete. Additionally, Jockey Sport is hitting the social media sphere with the connective tissue of an #EverydayAthlete campaign that will engage real guys and celebrate what it means to be an #EverydayAthlete.
No other underwear tested fights odor better or dries faster to help keep athletes cooler than Jockey Sport underwear.
The Jockey Sport collection features tops and bottoms in three fabrications, all of which include performance features: Cotton Performance; Microfiber Performance; and Pro Performance. The variety of styles and fabrications offers men the right gear attuned to their personal preference and needs.
Jockey Sport hits the retail market in May 2013, and can be purchased through major retailers or at www.jockey.com/sport.