TN (August 21, 2020) – Country music Superstar Luke Bryan and
his wife Caroline are the new brand ambassadors for Jockey
International, Inc. in their new campaign “There’s Only One Jockey™.” Watch
“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
“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
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.
About Luke Bryan:
Four-time Entertainer of the Year Luke Bryan released
his seventh studio album BORN HERE LIVE HERE DIE HERE on August 7. The album already
contains three #1 singles, “Knockin’ Boots,” “What She Wants Tonight” and
current single “One Margarita,” which also became his 25th career #1 song and
has over 100 million global streams.
Luke has more RIAA certified digital singles than any
other country artist with 54 million digital singles, 12.5 million albums and
Seven billion streams. Luke has four Platinum albums, two 4x-Platinum albums,
seven RIAA certified albums, 22 Platinum singles and 12 Multi-Platinum singles
and 25 #1 radio hits.
In this past decade Luke has performed for nearly 12
million fans on tour with 11 Farm Tours, seven headline tours, six years of
Spring Break shows and six Crash My Playa concert events. He was recognized as
a CMT Artist of the Year six consecutive times, was twice named the Entertainer
of the Year by BOTH the Academy of Country Music and the Country Music
Association and was honored as a NSAI Artist/Songwriter of the Year. In total
Luke has won over 40 music awards including six ACM awards, six CMT Music
Awards, five Billboard Music Awards, four American Music Awards, two CMA
awards, an iHeart and a Teen Choice award and more.
Founded in 1876, Jockey International, Inc. is a
privately held, family owned company with headquarters in Kenosha, Wis. Started
by Rev. Samuel T. Cooper as a sock company to serve lumberjacks of the day, the
company has expanded into one of the most well-known apparel brands around the
world. Today, Jockey® products are sold in more than 140 countries. Jockey is
committed to quality and innovation, and the passionate pursuit to satisfy the
human need for comfort continues to be the company’s hallmark. Visit Jockey.com to experience the quality. After all, There’s
Only One Jockey.™