‘150 Years Young’ traces Jockey’s journey from innerwear to athleisure, activewear and everyday lifestyle categories as consumer needs continue to change.Jockey is marking 150 years with a new campaign that looks at how the brand has continued to evolve alongside the way people live, move and dress.
Launched by Page Industries, the exclusive licensee of JOCKEY International Inc. (USA), the ‘150 Years Young’ campaign is anchored by the line ‘Never Stopped. Never Will.’ and focuses on the brand’s long history of innovation and expansion into new categories. While Jockey began with a focus on innerwear, its portfolio has grown to include athleisure, activewear and dedicated ranges for women, kids and Gen Z consumers. The expansion reflects the changing role of everyday clothing, with comfort increasingly extending beyond functional innerwear into different parts of consumers’ lifestyles.
“150 years is a significant milestone for Jockey, yet it is just the beginning for us,” said Nihal Rajan, chief marketing officer, Jockey India. “Jockey’s India journey, over the last three decades has been shaped by a deep understanding of evolving consumer needs, translated into product innovation, category expansion and a strong manufacturing and retail ecosystem. The ‘150 Years’ Campaign reflects a larger shift in how everyday wear is perceived from purely functional to deeply personal, with consumers seeking comfort that enables movement and self-expression. As innerwear and outerwear continue to converge, Jockey remains at the forefront of this shift, shaping how modern India experiences comfort in its most essential form.”
The campaign positions the 150-year milestone not simply as a look back at Jockey’s history, but as a marker of its continued evolution. In India, the brand has spent more than three decades building its presence around changing consumer preferences, product innovation and an expanding category portfolio. With ‘Never Stopped. Never Will.’, Jockey connects its heritage with its ongoing push into the broader everyday comfort and lifestyle space.
