Jockey is mining its history for its newest ad campaign.
The underwear brand, which was founded in 1876, has counted some famous people as its customers over the years. And it has turned to three of them — Babe Ruth, Buzz Aldrin and General George Patton — to feature in a national television and print campaign that starts Monday.
“We’re showcasing our legacy and the great men who have worn Jockey in their careers,” said Dustin Cohn, chief marketing officer. Ruth, in fact, actually appeared in an ad campaign for the brand in 1947, he said. “He was one of the very first celebrity endorsers for underwear.”
The campaign’s tag line — “Supporting Greatness” — is a triple-entendre, Cohn said, with literal, emotional and functional meanings.
“The magic of a good tag line is that you don’t have to explain it,” he said. “And this hits them right between the eyes.”
Each ad employs a vintage image of the men — rights were purchased from their estates or the agencies that own the photos — at the top of the page and a contemporary model dressed in Jockey underwear at the bottom. There are tongue-in-cheek sentences on each — for example, Aldrin’s reads: “To make history, Buzz Aldrin needed durable underwear. That, and some really good space pants” — along with quality attributes of the product.
Jockey worked with the New York-based Droga5 agency on the campaign. The television commercials will air on ESPN, FX, Comedy Central, Monday Night Football and CBSsports.com, he said. The print ads will run in ESPN The Magazine, Sports Illustrated, GQ, Men’s Health, Esquire and others.
The commercials will also be used on YouTube and other social-media platforms.
Going forward, Cohn said Jockey will use other customers — past and present — in the campaign. “There are many more to come,” he said. “There’s an enormous pipeline of well-known Americans through history who have worn our product. And we’ll also tap into today’s events and celebrities as well as the everyday guy.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews