For decades, Jockey was an iconic American brand, revered for their innovation and worn by American greats,
including Babe Ruth, Buzz Armstrong and General George Patton.
But they'd become an after thought, squeezed by cheap brands on one end and high-priced, low-quality fashion labels on the other.
So we relaunched the brand with a new tagline and purpose: to remind America that Jockey has always made great underwear
that helps great men support their greatness.