Not just wear it but live it, play or relax with Jockey Athleisure

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

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

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.”

The OOH:

The TVC:

Credits:

 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

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