Jockey India spotlights athleisure with ‘Take It Outside’ push

MUMBAI: From sofa to street, the dress code is loosening and Jockey wants you to take it outside. Page Industries, the exclusive licensee of Jockey International Inc., is sharpening focus on its outerwear portfolio with a refreshed edition of its ‘Take It Outside’ campaign, tapping into the growing demand for comfort-first, all-day clothing. The campaign showcases a curated athleisure range T-shirts, track pants, joggers and transitional outerwear designed to move seamlessly across daily routines, from morning commutes to evening outings. The positioning leans into versatility, where style and function intersect without requiring a wardrobe change.

The timing aligns with broader market tailwinds. According to IMARC Group, India’s athleisure market is projected to reach around  $22.37 billion by 2034, driven by shifting workplace norms and a sustained preference for adaptable, comfortable clothing that fits multiple settings.

For Jockey, athleisure is no longer an adjacent category but a central growth lever. The updated ‘Take It Outside’ narrative builds on its original premise taking comfort beyond indoor wear while evolving into a more defined outerwear proposition. The latest iteration introduces new fits, seasonal fabrics, fresh colourways and contemporary prints tailored for summer.

The rollout spans multiple touchpoints, including out-of-home, digital, social and in-store channels, reflecting a full-funnel push aimed at younger, style-conscious consumers who prioritise ease without compromising on aesthetics.

As wardrobes become more fluid and occasions less rigid, Jockey’s bet is clear: the future of fashion lies not in dressing up or down, but in dressing smartly across everything in between.