“This partnership with Jockey, and why I’m so proud of it, it just feels like such a natural combination of what our family is about,” said Luke. “Jockey is such a strong family company and we’re excited to be partnered with such a successful company for so many years. The clothes Jockey makes, the comfort and quality, and how they stand behind it, is so important to us.”
“What I love about Jockey the most is their classic white T-shirt because girls can rock it, and boys can, too,” said Caroline. “I have some that I just tie on the side and throw on a hat and cute shoes, and you’re good to go. It’s easy.”
“Luke and Caroline are a great fit for the Jockey brand as their focus on family, dedication to caring for others and playful sense of humor align perfectly with our brand values,” said Chris Smith, senior vice president, DTC and chief brand officer, Jockey. “We’re proud to be able to partner with the Bryans and highlight the impact this all-American couple has on families and a younger generation, and reinforce ‘There’s Only One Jockey.’ It also doesn’t hurt that Luke has an affinity for the classic white Jockey® T-shirt – an iconic staple in American culture.”
Shot in Nashville, Tenn. on a beautiful, rustic estate befitting the brand’s and Bryan’s style, the campaign features Luke and Caroline in a wide range of picturesque, artistic shots in Jockey® apparel, from cozy pajamas and relaxing loungewear to comforting thermals and, of course, the iconic Jockey® Classic T-shirt.
The new campaign features a robust and targeted media plan, featuring a partnership with iHeart Media and the Bobby Bones radio show, a TV campaign highlighted by an Academy of Country Music Awards spot, and digital and social media presence.
In one TV spot, Luke is getting ready for a date night with Caroline, and, well, he struggles a little bit. In the other, Caroline delivers Luke Jockey® apparel for his campaign shoot and it’s not what he expected.
The Bryans will also serve as ambassadors for the Jockey Being Family Foundation, Ltd. (JBF), which is Jockey International, Inc.’s corporate charitable initiative that provides resources and support to post-adoption organizations to help strengthen adoptive families once an adoption is finalized.
Debra S. Waller, chairman and CEO of Jockey, was adopted as an infant and started JBF in 2005. Through her leadership JBF has impacted and helped strengthen more than 350,000 families.
Conceived by marketing partner NitroC Group’s President & Chief Creative Officer, Ashlee Clarke, the campaign will be supported with a robust digital and social media presence, including opportunities for fans to win exclusive memorabilia.
To learn more about the partnership, fans can visit Jockey.com/LukeXJockey.