Driven by its expanding lifestyle portfolio, the brand is deepening its play across athleisure while broadening its category presence.
Page Industries Ltd., the exclusive licensee of JOCKEY International Inc (USA), is putting its outerwear collection in focus with a fresh take on brand’s ‘Take It Outside’ campaign. Driven by a rising consumer interest in comfort-led, versatile athleisure, particularly among younger audiences, the campaign presents a curated range of T-shirts, track-pants, joggers, and transitional outwear. The collection is designed to move seamlessly from morning commutes to evening outings offering convenience with style to the wearers. According to an IMARC Group study, India’s athleisure market is witnessing sustained momentum and is expected to reach ~USD 22,367 million by 2034. This growth is on the back of rising trend towards comfortable, all-day clothing and changing workplace norms that favor clothing that can be worn in a variety of settings, from work to social to leisure. Jockey’s athleisure range, one of the brand’s key drivers, is strategically positioned to meet this rising demand. “Athleisure is one of Jockey’s key growth driving categories, playing a pivotal role in our overall lifestyle offering from the brand.” said Nihal Rajan, Chief Marketing Officer, Jockey India. “Consumers today expect comfort that adapts seamlessly across occasions. With ‘Take It Outside’, we are responding to this shift through versatile, season friendly designs that move effortlessly from indoor to outdoor settings, while strengthening our premium Athleisure proposition.” Originally introduced to extend comfort beyond indoor wear, ‘Take It Outside’ has evolved into a key platform for Jockey’s outerwear narrative. This summer, the campaign evolves with updated fits and season-ready styles, brought to life across key markets through a strong multi-channel presence spanning OOH, digital, social, and in-store touchpoints. The refreshed edit builds on this momentum with new colorways, contemporary prints, and summer-friendly silhouettes designed for effortless, everyday versatility.
