Brand Tone

Comfort-Oriented & Reassuring, Modern & Youthful, Aspirational & Inclusive, Confident & Empowering, Approachable & Genuine

Brand Values

• •Comfort
• •Quality
• •Fit
• •Freedom & Self-Expression
• •Authenticity
• •Innovation
• •Inclusivity
• •Ethical Practices & Sustainability

Best Practices

• •Prioritize "Comfort" and "Fit" in Messaging: These are core Jockey tenets. Whether talking about innerwear, activewear, or loungewear, the copy should always circle back to how the product feels and fits, enhancing the wearer's ease and confidence.
• •Embrace Youthful, Energetic Language for Gen Z Campaigns: When targeting younger audiences, use relatable scenarios, a slightly more informal yet confident tone, and highlight freedom, self-expression, and style. Use relevant hashtags and engage on platforms they frequent.
• •Maintain an Aspirational yet Inclusive Voice: While Jockey has an international heritage, the copy should resonate with the diverse Indian consumer base. Highlight quality and modern design without being alienating. Speak to a wide range of lifestyles and needs.
• •Empower and Celebrate in Women-Centric Copy: For women's lines, adopt an empowering and understanding tone. Celebrate their versatility and multifaceted lives, positioning Jockey as a supportive and understanding brand.
• •Be Authentic and Genuine: Use clear, straightforward language. Avoid hyperbole and focus on the tangible benefits of the products. Reflect the brand's commitment to quality, innovation, and customer satisfaction in a believable way.

Social Perception

Trusted & Established, Premium but Accessible, Comfortable & High Quality, Modernizing & Youth-Focused, Synonymous with Innerwear, Variable Customer Service Experience

Copy Examples

• •Headline: Your Day. Your Pace. Your Comfort. Body: From morning hustle to evening unwind, Jockey moves with you. Experience the freedom of a perfect fit and fabrics that feel like a second skin. Live every moment, unrestricted. #JockeyOrNothing #FreedomInEveryFibre
• •Headline: Meet Your New Everyday Essential. Body: It’s more than just innerwear; it’s the confidence to be authentically you. Jockey combines timeless quality with modern style, because nothing should hold you back. Discover the collection that understands your every move. #NothingFitsBetter #JockeyComfort
• •Headline: For the Generation That Redefines Everything. Body: You’re bold, you’re dynamic, you’re writing your own rules. Jockey’s latest collection is designed for your explorative life, blending ultimate comfort with the style you demand. Express yourself, effortlessly. #JockeyGenZ #OwnYourComfort
• •Headline: The Secret to All-Day Confidence? It Starts from Within. Body: Our 'Bras as Versatile as I Am' collection celebrates every facet of you. Engineered for support, designed for life. Feel empowered, feel comfortable, feel unstoppable. #JockeyWoman #VersatileComfort
• •Headline: Quality You Can Feel. Comfort You Can Trust. Body: For decades, Jockey has been the anme synonymous with lasting comfort. We continue to innovate, bringing you apparel that not only feels great but is made responsibly. Invest in comfort that endures. #JockeyLegacy #MadeForLife