MAM
Jockey India spotlights athleisure with ‘Take It Outside’ push
Targets $22.37 billion market by 2034 with versatile, comfort-led wear.
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.
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
