Jockey India has relaunched its ‘Take It Outside’ campaign, putting the spotlight on its outerwear range as the brand looks to capitalise on India’s booming athleisure market.
The campaign, backed by Page Industries Ltd. — the exclusive Indian licensee of JOCKEY International Inc. (USA) — showcases a collection of T-shirts, track-pants, joggers, and transitional outerwear aimed at younger consumers seeking clothing that works across multiple settings, from morning commutes to evening outings.
The timing appears deliberate. According to an IMARC Group study, India’s athleisure market is projected to reach approximately USD 22,367 million by 2034, driven by a broader cultural shift toward comfort-first dressing and evolving workplace norms that have blurred the lines between casual, professional, and activewear.
“Athleisure is one of Jockey’s key growth driving categories, playing a pivotal role in our overall lifestyle offering from the brand,” said Nihal Rajan, Chief Marketing Officer, Jockey India. “Consumers today expect comfort that adapts seamlessly across occasions. With ‘Take It Outside’, we are responding to this shift through versatile, season friendly designs that move effortlessly from indoor to outdoor settings, while strengthening our premium Athleisure proposition.”
The refreshed campaign introduces updated fits, new colorways, contemporary prints, and summer-ready silhouettes. Jockey plans to roll it out across major markets through a multi-channel push spanning out-of-home advertising, digital platforms, social media, and in-store activations.
Originally conceived to extend the brand’s comfort positioning beyond innerwear, ‘Take It Outside’ has grown into a broader platform for Jockey’s outerwear story — a category the company is clearly treating as central to its next phase of growth.
