Underwear is a category with sexualized imagery promoting superficiality and instant gratification. We realized we could stand out by standing for something greater.

When visiting Jockey in Wisconsin, we saw a company that has brought quality and comfort to its customers for 142 years. We aligned that authenticity with the values of American heroes by encouraging folds to be comfortable expressing who they are inside. We showed people a confidence that comes from showing what’s underneath. From showing your Jockey.


I worked on this with a team that included CD Chris Clarke and Matthew Fetter.

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