Page Industries Ltd., the exclusive licensee of JOCKEY International Inc. (USA), has launched Jockey’s ‘150 Years Young’ campaign in India, built around the tagline ‘Never Stopped. Never Will.’ The campaign marks the brand’s 150-year global legacy while making a case for its continued relevance in the Indian market.
Founded in 1876 as S.T. Cooper & Sons, Jockey has grown from a hosiery maker into a global comfort-wear brand with a presence in more than 120 countries. Page Industries has held the Indian licence since 1994, giving the brand more than three decades of local manufacturing, retail and product experience.
Beyond innerwear
The campaign spotlights how Jockey has expanded beyond its innerwear roots. Its portfolio now spans athleisure, activewear, and dedicated lines for women, kids and Gen Z consumers. The company attributes this evolution to vertically integrated operations and state-of-the-art manufacturing that support innovation and consistent quality at scale.
Distribution remains a central proof point. Jockey is currently available through more than 100,000 retail doors in India, including over 1,500 exclusive brand outlets. The announcement positions the campaign around milestones in product innovation, manufacturing, category expansion and consumer trust, with a clear nod to the brand’s future in India’s comfort-wear market.
Why the positioning works
Nihal Rajan, Chief Marketing Officer at Jockey India, says the anniversary is significant but frames it as a beginning rather than a finish line. He points to a broader change in how everyday wear is perceived: it is moving “from purely functional to deeply personal,” with consumers seeking comfort that enables movement and self-expression. As innerwear and outerwear continue to converge, the brand is positioning itself around that shift.
For marketing teams, the campaign is a useful example of using a heritage milestone to reinforce a forward-looking category strategy. The key elements are:
- Heritage as proof of trust: 150 years and 120-plus countries give the brand credibility.
- Current product proof: Athleisure, activewear, women’s, kids’ and Gen Z lines keep the story relevant.
- Retail proof: Scale through 100,000-plus doors and 1,500-plus exclusive outlets.
Takeaway for marketers
A legacy anniversary can easily become a history lesson. Jockey’s approach shows how to connect longevity to a current consumer need: comfort wear that works as everyday expression rather than just a functional underlayer. The campaign uses the milestone to talk about new categories and distribution scale, making the brand’s age feel like momentum rather than nostalgia.
Source: MediaNews4U
