michael field / executive creative director / writer

michael field / executive creative director / writer

Jockey Boxers

Jockey Boxers
Print, PR, WOM


How do evolve an existing campaign to be more authentic and engaging?


Let’s put the people who are in their Jockey’s in the environments where they’re most natural and authentic.

Lower your trousers – and your inhibitions – and stand proudly in your Jockey briefs, boxers or panties.

Just the bros sportin' the comfies.

Let 'em know you’re Jockey.


Over $1MM in earned media.

“Let ‘em know you’re Jockey." sparked Jockey with a new spirit, breathed new life into the Jockey name, and got Jockey talked about.

The work even influenced the culture of Grey Group. As Adweek said: “…if Jockey can bring out sporty underwear and kid its upright image, then Grey can be less, well, gray.”

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