Page Industries, exclusive licensee of JOCKEY International Inc. (USA), has launched ‘150 Years Young’ to mark Jockey’s 150-year global legacy and its continued relevance in India.
Built around the tagline ‘Never Stopped. Never Will.’, the campaign focuses on the brand’s ability to evolve without losing its core identity.
From Innerwear to an Everyday Wardrobe
Jockey began with a focus on innerwear. Its portfolio has since expanded into multiple categories. These include athleisure, activewear, and dedicated ranges for women, kids and Gen Z consumers.
The shift reflects a broader change in how consumers approach everyday apparel. Comfort is no longer restricted to a single category. It increasingly spans work, leisure, fitness and lifestyle.
The next growth opportunity will likely lie in keeping that relevance across newer consumer cohorts while expanding categories without diluting brand equity.
Making Heritage a Platform for the Next Chapter
Jockey’s India story adds another layer to the milestone. The brand has been present in the market for over three decades, building its proposition around changing consumer needs.
Nihal Rajan, chief marketing officer, Jockey India, described the 150-year milestone as significant but positioned it as a beginning rather than an endpoint. For marketers, that framing is important. Heritage can become limiting when brands rely only on nostalgia. Jockey instead uses longevity as evidence of adaptability.
The Last Word
Jockey’s 150-year story is less about longevity alone and more about the ability to keep changing what the brand means to consumers.