FOR MOST BRANDS, reaching 150 years in business is an opportunity to look back. For Jockey, it’s a chance to look forward.
Since its founding in 1876, the global underwear giant has played a defining role in shaping what modern underwear looks and feels like. The invention of the Y-front brief transformed the category, introducing a new standard of comfort and support that would influence generations of design. But while fabrics, fits and technologies have evolved over the decades, the philosophy behind the brand has remained remarkably consistent: confidence starts with comfort.
Now, as Jockey celebrates its 150th anniversary, it’s entering a new era that expands the idea of support beyond the garment itself. The brand’s latest campaign recognises that strength isn’t something we build alone. Instead, it’s shaped by the people who encourage us, challenge us and stand beside us through every stage of life.
It’s a message that feels particularly relevant today. As conversations around wellbeing continue to evolve, ideas of masculinity, femininity and personal confidence have become less about projecting perfection and more about embracing authenticity and vulnerability. Jockey’s evolution reflects that shift, positioning the brand as one that understands the role genuine support plays in helping people feel their best.
That philosophy is brought to life through the brand’s newest ambassadors, Josh Daicos and Annalise Dalins, who feature on the covers Men’s Health and Women’s Health. Rather than simply selecting two recognisable faces, Jockey partnered with the couple because their relationship naturally embodies the campaign’s central belief: that confidence grows through mutual support.
Whether they’re pursuing elite sporting success, building careers or navigating life together, Daicos and Dalins represent a modern partnership built on trust. Their relationship illustrates that strength isn’t measured by independence alone, but by the people who help us become our best selves.
The campaign also signals an exciting new chapter for the brand locally. Earlier this year, Mitchdowd Design secured the exclusive distribution rights for Jockey across Australia and New Zealand, bringing more than four decades of apparel expertise to one of the world’s most recognisable names in underwear.
Rather than reinventing the brand, the focus is on building upon Jockey’s heritage while making it increasingly relevant for Australian and New Zealand consumers. Through local partnerships, contemporary storytelling and a sharper focus on cultural connection, Jockey is evolving into a lifestyle brand that resonates well beyond the underwear drawer.
Across the Tasman, that evolution includes a partnership with the All Blacks, centred around the message that ‘Strength Isn’t Self-Made.’ In Australia, Daicos and Dalins front the ‘Support Is Strength’ campaign, reinforcing a similar idea. Together, the initiatives demonstrate how a global heritage brand can remain culturally relevant while staying true to the values that have defined it for a century and a half.
Of course, product innovation remains at the heart of the business. For 150 years, Jockey has continued to refine the fit, fabrication and performance of its collections, ensuring comfort keeps pace with changing lifestyles. But today’s consumer expects more than quality alone. They’re looking for brands that reflect their values, understand modern life and foster genuine connection.
That’s why Jockey’s latest evolution feels particularly timely. In a world increasingly focused on holistic wellbeing, support is no longer simply about engineering or construction, but confidence, community and the everyday relationships that help us thrive.
After 150 years, Jockey is demonstrating that the strongest brands are those willing to evolve while staying true to the principles that made them iconic in the first place. Then, now and always, support remains at the centre of everything it does.
