Jockey International, Inc. announced a new marketing campaign under the platform “Supporting Greatness” which features historical greats Babe Ruth, Buzz Aldrin and George Patton. The iconic underwear brand tapped its rich history of superior products and high-profile fans to showcase the legacy of great men who were supported by Jockey during their remarkable careers. This multi–channel TV, print and digital campaign plays on the triple entendre of “Supporting Greatness”: literally, Jockey is greatness and has best–in–class products; emotionally, Jockey supports all great men in life; and functionally, Jockey’s features and benefits support great quality.
The broadcast, print and digital elements ask audiences to imagine what further greatness these men could have achieved with modern–day Jockey underwear as the campaign depicts Babe Ruth hitting a home run, Buzz Aldrin walking on the moon and General Patton leading his men to victory, and marry the historical feats with a modern–day depiction of how underneath their respective pinstripes, spacesuit, and camouflage uniforms, Jockey underwear was supporting them along the way. “Jockey has been supporting great men since 1876 and is known as one of America’s premier heritage brands based on its rich history of quality-crafted and innovative products,” said Dustin Cohn, CMO of Jockey International, Inc. “We are uniquely positioned like no other underwear brand to tap our history and celebrate our legacy by featuring some of the great men the brand has supported with innovative, quality–crafted products.”