Page Industries, the exclusive licensee of JOCKEY International Inc. in India, has expanded its youth-focused athleisure line JKY Groove™ with the launch of the ‘Always In It’ campaign. Building on the momentum of earlier collections, the latest drop introduces a new range of sporty, trend-driven apparel for both men and women, designed for consumers who move effortlessly between fitness, education, work and social life.
A Fresh Push into Youth Athleisure
The campaign reinforces Jockey’s ambition to strengthen its relevance among Gen Z and young millennials, a demographic increasingly shaping India's fashion and lifestyle consumption.
Blending Style with Everyday Performance
The latest JKY Groove collection reflects the growing demand for versatile apparel that transitions seamlessly across multiple occasions. Rather than positioning athleisure solely as activewear, the campaign presents it as an everyday lifestyle choice—combining comfort, mobility and contemporary design.
This approach mirrors broader shifts in consumer behaviour, where fashion is increasingly influenced by hybrid lifestyles, wellness trends and casual dressing preferences.
Strengthening a High-Growth Category
Athleisure continues to be one of the fastest-evolving segments within the apparel industry, prompting brands to invest in youth-centric storytelling and frequent product refreshes. For Page Industries, expanding JKY Groove allows the company to deepen engagement with younger consumers while reinforcing Jockey’s premium yet accessible positioning.
The ‘Always In It’ campaign is expected to roll out across digital and retail touchpoints, supporting continued category expansion.
The Last Word
India’s athleisure market is no longer driven solely by fitness—it is increasingly defined by lifestyle versatility. With JKY Groove, Page Industries is positioning Jockey to capture this behavioural shift, where comfort, fashion and everyday functionality are becoming equally important drivers of purchase decisions.