Jockey has indeed been through time and has been one of the trusted brands when it comes to undergarments.  It is a global brand that has been enjoyed by many through the years it has a very rich history of innovations.  One of its innovation was the use of branded waistband which marks that you're using a genuine Jockey.  Since the use of branded waistband fans and users of Jockey takes pride in showing it off with pride.

Thus, the concept of the new brand message "SHOW YOU'RE JOCKEY" comes alive.  Rolling out across Europe and through other Jockey International market, the tag line will be seen through different ad campaigns from online activity to billboards and to print ads showing a variety of men and women from different nationalities revealing their Jockey underwear with confident.