The Goal
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.
The Strategy
Playing off Jockey’s famous “Let ’em know you’re Jockey” advertising campaign which featured Broadway performers in billboards and magazine ads, I produced a runway presentation starring the dance troupe from the Broadway show “Fosse.”
The Results
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.
One response to “Jockey’s Great White Way”
[…] Calvin Klein’s disruption of the category emboldened niche brand 2(X)IST to sign football star Jason Sehorn of the New York Giants for a campaign that brought the company’s sexy products further into the mainstream while maintaining a not-so-subtle queer appeal. I happened to be a publicist for Jockey at the time and saw firsthand the stir 2(X)IST was making in… […]