Jockey, the American innerwear, active wear and leisurewear brand, has launched a new Jockey Athleisure campaign for its range of outerwear for men and women which blends active and leisurewear. Jockey’s Athleisure range includes products like tracks, hoodies, jackets, t-shirts, tanktops, shorts and sports vests.
The campaign conceptualised and executed by L&K Saatchi & Saatchi includes TV, print, OOH and will also use radio and digital media for engagement and activation.
The TVC is directed and shot by Mark Toia on the streets of San Francisco. Themed around ‘Play or Relax’, the film shows a vibrant day-in-the-life of a carefree and cool guy and a girl in the city, and how they easily switch between moments of relax and active play while being comfortably fashionable.
The print and OOH creatives were shot in Los Angeles. It urges you to try harder, but it also tells you it’s fine if you don’t. Jockey Athleisure is made for both.
MC Cariappa, President, Sales & Marketing, Jockey India, said, “Athleisure marks the official foray for Jockey India into outerwear, which is an extremely relevant and highly potential category, especially in India where the larger population indulges in casual sports to stay active while wearing active wear for casual hangouts. The campaign strengthens the Jockey brand imagery while signalling the exciting new range.”
Debarjyo Nandi, Sr Vice-President, L&K Saatchi & Saatchi, said, “The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it but live it, play or relax.”
Creative Agency: L&K Saatchi and Saatchi
Creative Team: Rahul Nangia, Sreekumar Pv, Pritam Shettigar, Shahid Sheikh
Account Management: Debarjyo Nandi, Himali Shetye
Account Planning: Srinivas Madala
Agency Producer: Vijay Vigamal
Production House: Hundred Frames
Director: Mark Toia
Producer: Prashant Sampat, Shekhar Ravjiani
Executive Producer: Umesh H.patel
Line Producer: Umesh Hadke
San Francisco Production: Ryde Studios
Producers: Richard Delassio, Sean Harner
Production Manager: John Silverman
Assistant Director: Sean Harner