Page Industries, the exclusive licensee of JOCKEY International Inc., is advancing the growth of Jockey’s men’s innerwear range by targeting a younger audience, with a particular emphasis on Gen Z. The company is launching a refreshed “Nothing Fits Better” campaign to align with its brand agenda and engage a trend-conscious demographic.
Recent data indicates an increase in sales within India’s innerwear segment, with significant volume growth in the last quarter and expectations for continued expansion. In response, Jockey plans to highlight its commitment to quality and comfort by presenting its men’s innerwear in a new look designed to appeal to younger consumers. The campaign’s core message, “Jockey or Nothing,” emphasises self-expression for today’s youth.
The campaign will feature key Jockey collections such as NYC, USA Originals, POP, and MOVE, which include a variety of styles like briefs, boxer briefs, inner boxers, and trunks. These collections are characterised by bold prints, playful stripes, and fresh colours aimed at Gen Z.
Nihal Rajan, CMO of Jockey India, commented on the campaign, stating, “The range of men’s innerwear, including the NYC, USA Originals, POP, and MOVE collections, offers diverse styles suited for various activities throughout the day. Our goal with the refreshed ‘Nothing Fits Better’ campaign is to appeal to young men who are energetic and adventurous, showcasing how Jockey can complement their dynamic lifestyle and enhance their personality.”
The campaign will feature scenarios relevant to young men and will be promoted through Jockey Exclusive Stores, as well as outdoor, digital, and social media platforms.
Over the past twenty-five years, Jockey has become one of the most popular innerwear brands in India, expanding its offerings to meet the evolving tastes of younger consumers. This refreshed campaign aims to further connect with this vibrant demographic.
