In 2001, Jockey International celebrated its 125th anniversary. In a competitive market where high-end designer brands such as 2Xist and Calvin Klein dominated editorial coverage, Jockey needed to make a strong statement to remind the fashion press about its wide range of functional — and stylish — men’s undergarments.
Playing off Jockey’s famous “Let ’em know you’re Jockey” advertising campaign which had featured Broadway performers in billboards and magazine ads, I produced a runway presentation starring the dance troupe from the Broadway show “Fosse.”
I secured attendance by editors and stylists from many of the top-tier men’s fashion and lifestyle publications and placed B-roll footage of the show on FOX 5 News. The show culminated in the dance troupe modeling a range of classic Jockey white underwear while performing Bye, Bye Blackbird, one of “Fosse’s” signature numbers. The moment was so memorable that editors would often mention it over the course of my tenure representing the brand as a publicist.