Jockey Relaunches With 'Then. Now. Always.' As Heritage Underwear Brands Fight For Relevance
The Australian arm of the 150-year-old underwear label has unveiled a new platform built on continuity rather than reinvention, betting that longevity itself is the differentiator in a category crowded with challenger brands.
Jockey has relaunched in Australia with a new brand platform and tagline, 'Then. Now. Always.', anchoring its positioning in the label's longevity at a moment when heritage apparel names are being squeezed by direct-to-consumer challengers.
The campaign spans outdoor, print and social, and leans on a poster-led creative system that pairs archival cues with contemporary casting. Rather than distancing itself from its history, Jockey is treating that history as proof of product credibility — a strategy increasingly common among legacy brands facing newcomers with sharper marketing but shallower track records.
The underwear and basics category has been one of the most contested in apparel over the past five years, with new entrants spending heavily on performance media to buy trial. Jockey's answer is a brand-first play: build salience around trust and familiarity, then convert on shelf and online.
For marketers, the relaunch is a test of whether heritage can be turned into an active brand asset rather than a passive footnote in a founder story.
James O'Brien
Campaigns Editor, BRNDWIRE. Covering campaigns for strategists and marketers worldwide.
