MAM
Jockey expands JKY Groove with new athleisure collection for Gen Z
‘Always In It’ campaign unveils fresh styles for men and women nationwide
MUMBAI: Fashion is no longer waiting on the sidelines, it is stepping straight onto the court. Page Industries, the exclusive licensee of Jockey International Inc. (USA), has expanded its youth athleisure brand JKY Groove with a fresh collection under its new ‘Always In It’ campaign, as it looks to strengthen its appeal among India’s style-conscious Gen Z consumers.
The latest drop builds on the momentum of earlier collections, introducing sporty, trend-led apparel for both men and women. Designed for a generation that moves effortlessly between classrooms, sports courts and social outings, the collection blends comfort, functionality and street-inspired fashion.
The women’s range introduces tank tops with built-in cups, skorts, oversized graphic T-shirts, ringer tees, relaxed co-ords and cargo-inspired bottoms. The collection is designed to combine ease of movement with versatile styling for everyday wear.
For men, the collection draws inspiration from contemporary sports culture, featuring basketball-style mesh jerseys, oversized polos, graphic ringer T-shirts, relaxed co-ords, cargo trousers and shorts, reflecting the growing influence of streetwear on casual fashion.
The launch is backed by the ‘Always In It’ campaign, which positions the collection around a generation that seamlessly navigates sport, culture and daily life. The campaign will roll out through digital content, creator collaborations, social media storytelling and immersive retail experiences.
Commenting on the expansion, Jockey India chief marketing officer Nihal Rajan said younger consumers increasingly expect comfort and style to coexist rather than choosing between the two. He added that the latest collection introduces new silhouettes and greater versatility while encouraging individual expression through fashion.
The new JKY Groove collection is now available through select Jockey Exclusive Outlets, leading online marketplaces and the brand’s website.
The expansion comes as athleisure continues to blur the lines between performance wear and everyday fashion, with brands increasingly designing collections that cater to consumers seeking apparel suited to both active lifestyles and casual, all-day wear.
