Jockey Launches New Marketing Campaign for the Jockey Collection featuring Rachel Zoe’s “Must-Haves”

Jockey Launches New Marketing Campaign for the Jockey Collection
featuring Rachel Zoe’s “Must-Haves”

New campaign focuses on brand’s iconic, yet evolving image and continued partnership
with stylist and fashion icon, Rachel Zoe

KENOSHA, Wis. (October 16, 2013) – Jockey International, Inc. today announced the launch of their new marketing campaign, “Redefining Comfort,” for the Jockey collection as preferred by Rachel Zoe. The new campaign conveys confidence and a more glamorous side of Jockey, and aims to challenge the perception that comfort and fashion can’t co-exist. The new campaign also builds on the brand’s partnership with 2013 “Stylist of the Year” and fashion icon, Rachel Zoe. Jockey and Zoe started working together in July 2012.

The campaign’s creative elements were conceptualized with the modern woman in mind. She is someone who’s confident, happy, on-the-go and always chic. Evoking the modern woman, the campaign imagery focuses on the personal and intimate moments she goes through while getting dressed – whether it’s for work or an evening out. Headlines such as “Comfort Just Got Chic,” “Comfort Just Got Glam,” “Comfort Just Got Sleek” and “Comfort Just Got Flirty” show that it’s time to give comfort a makeover, starting with the foundation of your look.

“This new marketing campaign shows the evolution of Jockey in its collaboration with Rachel Zoe. It’s a new, edgier side of Jockey, marrying the comfort and quality we are known and loved for, with the undeniable style synonymous with Rachel,” says Dustin Cohn, chief marketing officer at Jockey. “Rachel is someone women look to as the authority on style and is therefore the ideal ambassador to promote the campaign’s message: underwear can have it all.”

For over 100 years Jockey has been synonymous with quality and comfort, and the brand’s partnership with Zoe has allowed Jockey to introduce its modern collection to a new, younger, fashion-conscious consumer. Leveraging Zoe’s enviable style and sophistication with Jockey’s trusted expertise, the new Jockey illustrates that comfortable, solution-based underwear can be chic, fun and even a little edgy.

“As a long-time fan of Jockey, I feel honored to be an integral part of the evolution of this iconic brand,” says Rachel Zoe. “This new marketing campaign really brings to life the idea that women can feel pretty, sexy, flirty, super feminine, and always comfortable – which is beyond important.”

The Jockey collection, including those items curated as Rachel Zoe’s “Must-Haves,” provides consumers with high-quality, on-trend innerwear in a variety of cuts, colors and patterns, ranging from thongs and boyshorts to lace and laser-cut edges. Highlighted within the new marketing campaign are key pieces, such as Clean Edge – featuring laser-cut edges for a flawless finish; Lacy Dot – an ultra-feminine design of delicate lace and picot trim; Skimmies® – a modern slipshort offering smoothing coverage without constriction; and shapewear tops that feature a unique, patented three-panel design providing targeted control in key spots. 

The Jockey collection’s marketing campaign featuring Rachel Zoe will debut in mid-October in print and digital advertising platforms, as well as through Jockey’s social media, public relations and consumer activations.

New styles and imagery for the Jockey collection featuring Rachel Zoe’s “Must-Haves” can be found on

About Rachel Zoe
Rachel Zoe
is a distinguished stylist, editor and designer, renowned for her effortless take on glamour. In addition to her work as a stylist, Rachel is a New York Times Best Selling author and in 2008, she debuted “The Rachel Zoe Project” on Bravo, which now airs in over 21 territories worldwide. Today as a designer with her eponymous collection sold in over 250 doors worldwide, she makes her exceptional taste and expertise accessible to her ever-growing audience. Additionally, in 2009, Rachel formed Zoe Media Group and is a leader in distilling her fashion advice through her daily newsletter, “The Zoe Report” and other media platforms. Rachel is at the forefront of embracing technology to educate a new generation of fashion lovers.



Exclusive: Rachel Zoe talks Jockey on

Rachel Zoe's "Major Must Haves" from went behind-the-scenes with Rachel Zoe to talk what Rachel loves about Jockey, what’s her favorite silhouette in Rachel Zoe’s “Major Must Haves” from Jockey and what her husband Rodger thinks of the product.

Read the exclusive interview here >>

See the entire selection of Rachel Zoe’s “Major Must Haves” from Jockey now >>

Jockey In The News

Rachel Zoe's "Major Must Haves" from Jockey Launch PartyOn Wednesday, October 17 in Los Angeles, Jockey hosted a world-class launch party for Rachel Zoe’s “Major Must Haves” from Jockey featuring our NEW collaboration of shapewear and intimates. This event was MAJOR, and so were the celebrities that attended to show support for Jockey and Rachel Zoe. Check out Us Weekly‘s photo Hollywood’s hottest actresses  Anna Kendrick & Jaime King at Rachel Zoe’s “Major Must Haves” from Jockey launch party in Hollywood.

Read about Rachel Zoe’s “Major Must Haves” from Jockey launch party here >>

Get your first look at Rachel Zoe’s “Major Must Haves” from Jockey now >>


A ZOE Major Party

"Jockey and Rachel Zoe"

When it comes to comfort, quality and fashion, Jockey and Rachel Zoe know best. Jockey proved that on Wednesday, October 17 in Los Angeles with a world-class launch party for Rachel Zoe’s “Major Must Haves” from Jockey featuring our NEW collaboration of shapewear and intimates.

This event was MAJOR, and so were the celebrities that attended to show support for Jockey and Rachel Zoe. Some of Hollywood’s hottest actresses — Anna Kendrick, Jaime King and Mandy Moore — spun heads as they posed for pictures on the red carpet.

The evening’s guests were greeted by an indoor-outdoor space at the famous Sunset Tower Hotel, overlooking the city from the Hollywood Hills. The room was adorned beautifully in a chic, white setting, with white roses, modern furniture, and fall ’12 and spring ’13 lines of Rachel Zoe’s “Major Must Haves” from Jockey on display. The collection’s bold colors, vibrant prints and soft fabrics left party-goers “completely impressed and quickly obsessed” with each and every of our “Major Must Haves.”

Dustin Cohn, Jockey’s chief marketing officer, and Rachel Zoe welcomed guests to the party, sharing their excitement for the partnership and explaining why Rachel Zoe’s “Major Must Haves” from Jockey are, well … “A-Mah-Zing.” Each carefully selected “Major Must Have” marries Jockey’s expertise in creating comfortable, stylish and solution-based underwear with Zoe’s enviable fashion and sophistication. Women everywhere can now enjoy fashionable, great-looking … yet comfortable and functional shapewear and underwear. The days of sacrificing comfort for style are gone.

Entertainment and fashion media outlets and bloggers attended the event, and photos and recaps of the party are exposing millions to the fact that Jockey knows how to party … and has an incredible collection of shapewear and underwear hitting the market.

Scroll our gallery below for pictures that take you behind the scenes, onto the red carpet, into the launch party and through all of Rachel Zoe’s “Major Must Haves” from Jockey styles.

For more about Jockey and Rachel Zoe, plus styling tips on what to … underwear …, visit us on

Jockey Featured on TODAY Show

Which undergarments are best to “tuck and suck?” It’s an age-old question women everywhere ask. The team at REDBOOK Magazine tested every panty and shapewear piece on the market and shared their findings on yesterday’s episode of the TODAY Show.

The Jockey Strappy Tank, a shapewear piece featured in Rachel Zoe’s “Major Must Haves” from Jockey, was labeled one of the “World Best Underthings.” Watch our TODAY Show segment below to get your first look at our Strappy Tank.  

In mid-October, Rachel’s selection of intimates and shapewear will be available in retail stores and You can get a preview of Jockey’s cheeky fits and eye-catching prints preferred by Rachel Zoe on now (new styles and prints available October!)