Jockey Refreshes ‘Take It Outside’ Campaign with New Athleisure Styles, Expands Lifestyle Play
Originally conceptualized to extend comfort beyond innerwear, ‘Take It Outside’ has evolved into a central platform for the brand’s outerwear narrative.
Focus on comfort-led fashion and versatile outerwear strengthens brand’s positioning in India’s growing athleisure market
Mumbai: Page Industries Ltd., the exclusive licensee of Jockey International Inc., has unveiled a refreshed edition of its ‘Take It Outside’ campaign, spotlighting its evolving outerwear and athleisure portfolio.
The campaign arrives amid rising consumer preference for comfort-driven, versatile clothing—particularly among younger demographics—and features a curated range of T-shirts, track pants, joggers, and transitional outerwear. Designed for seamless day-to-evening transitions, the collection emphasizes ease, functionality, and contemporary style.
Industry data underscores the opportunity. According to a study by IMARC Group, India’s athleisure market is projected to reach approximately USD 22,367 million by 2034, driven by shifting workplace norms and increasing demand for all-day wear that bridges work, leisure, and social settings.
Nihal Rajan, Chief Marketing Officer at Jockey India, said the category continues to be a core growth driver for the brand’s lifestyle positioning. “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,” he said.
Originally conceptualized to extend comfort beyond innerwear, ‘Take It Outside’ has evolved into a central platform for the brand’s outerwear narrative. The latest edition introduces updated fits, new colour palettes, contemporary prints, and summer-ready silhouettes.
The campaign is being rolled out across multiple channels, including out-of-home advertising, digital platforms, social media, and in-store experiences, reinforcing the brand’s push to deepen engagement in key markets while expanding its footprint in the fast-growing athleisure segment.
