Jockey was launching their new Sport underwear line into a crowded marketplace that was cluttered with imagery of oversized, grid-iron behemoths. It lacked the honest reality of today’s active man. To put the everyday athlete into Jockey Sport, we asked the modern man to “Get Real”.
Role: Junior Art Director, Designer
The campaign targeted active men who engage regularly in sports and fitness activities. It encourages the everyday athlete to think of their underwear as a crucial component of their gear for sports performance. No other underwear fights odor better or dries faster to help keep athletes cooler than Jockey Sport underwear.