Page Industries Refreshes Jockey’s Innerwear Line with Gen Z-Focused Campaign

Page Industries, the exclusive licensee of JOCKEY International Inc., is ramping up its efforts to engage a younger audience with the launch of its refreshed ‘Nothing Fits Better’ campaign. This initiative is set to advance the growth of Jockey’s men’s innerwear range by focusing on Gen Z and trend-conscious consumers.

Recent trends in the Indian innerwear market have shown an uptick in sales, particularly in the last quarter, with significant volume growth expected to continue. In response to this surge, Jockey is introducing a new look for its men’s innerwear collection to align with the tastes and preferences of today’s youth. The campaign aims to embody Jockey’s core philosophy of quality and comfort, while also embracing the brand's message, “Jockey or Nothing,” as a form of self-expression for modern youth.

The refreshed campaign highlights key Jockey collections including NYC, USA Originals, POP, and MOVE. These collections feature a variety of styles such as briefs, boxer briefs, inner boxers, and trunks, with bold prints, playful stripes, and vibrant colors designed specifically to appeal to the Gen Z demographic.

Nihal Rajan, CMO, Jockey India said, “Jockey’s range of men’s innerwear including the NYC, USA Originals, POP, and MOVE collections come in a variety of styles that can support activities at any part of the day, making them an essential part of a youngster’s life. Young men of today are spirited and adventurous in their attitude, they have diverse career choices, and their hobbies are also their passions. Our aim with the refreshed ‘Nothing Fits Better’ campaign is to capture the attention of this youth cohort, highlighting how Jockey can be the go-to brand that matches their vibrant spirit, elevates their personality, and seamlessly fits into their fleeting lifestyle.”      

The campaign will showcase a diverse array of products that depict different aspects of young men’s lives. Jockey’s messaging will be highlighted through its Exclusive Stores, as well as through outdoor, digital, and social media channels, ensuring engaging and creative interactions with the target audience.

With a legacy of twenty-five years, Jockey has established itself as one of the leading innerwear brands in India, consistently evolving to meet the changing preferences of younger consumers. This new campaign is set to deepen its connection with this dynamic demographic, underscoring Jockey's dedication to maintaining relevance and attractiveness in a competitive marketplace.