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Jockey signs ten-year licensing deal

August 20, 2008

Jockey signs ten-year licensing deal with Pacific Brands

Pacific Brands has extended its licensing agreement with Jockey International until 2018.

Named Jockey International Licensee of the year in 2007, Pacific Brands today signed the ten-year deal in Auckland with Tim Wheeler, Jockey’s President, International Division.

Mr Wheeler says Pacific Brands has helped lead the direction of Jockey’s International look and marketing, and labelled the Dan Carter campaign a global success.

“In Carter Pacific Brands has discovered a modelling talent that has worldwide appeal, and developed a campaign that works in parts of the world where rugby has little impact. It’s a great example of how an endorsement of a local sports star can go global and appeal across cultures,” he says.

Wheeler also unveiled new retail image to be rolled out in New Zealand stores later this year.

He says the change will meet the challenge of marketing the Jockey brand in a global marketplace by incorporating a consistent, global image to the Jockey retail experience.

Jockey currently has stores in more than 120 countries, and it’s commitment to bringing innovative designs to its products and advancing the whole of the underwear category, has seen the company experience consistent growth year after year.

Despite the demonstrated success of the 132-year-old company, Wheeler says Jockey identified the need to create a new retail image in its various markets and store types, including retail concept stores, partner stores and shop-in-shops.

“We wanted to create a global, fresh and consistent shopping experience across all 120 markets and all types of Jockey retail locations,” Wheeler says. “It was critical that we create a strong brand identity through optimum brand presentation at point of sale in all Jockey retail environments.”

Wheeler says the look and feel that made Carter such a hit on billboards and bus shelter adverts across the world has been continued through the design.

Jockey is working collaboratively with Farmers to roll out the new retail image into their stores from the end of this year. The new-look Jockey stores-within-a-store have already successfully debuted in parts of Asia, Europe and South America.

Wheeler says he believes the new-look shop-in-a-shop concept taps-into the brand’s heritage of innovation, but allows it to depart from traditional underwear retail environment.

“The new Jockey retail scheme is modern, sophisticated and elegant,” he says. “It is influenced by modern architectural designs, and the sense of space and fluid curves let customers easily move around the store.”

“We are very pleased with the process and the outcome of Jockey’s global design image,” Wheeler says. “Not only will Jockey benefit greatly with this initiative, but our partners and our customers benefit as well. This project is a demonstration of our commitment to enhancing the Jockey brand and ensuring a bright future for Jockey.”


About Jockey International, Inc.
Jockey International, Inc., was founded in 1876. Today, Jockey is a leading manufacturer and marketer of apparel products sold in major department and specialty stores in more than 120 countries around the world. The company is committed to quality, comfort, fashion and innovation. As Jockey grows in size and sophistication, the simple commitment to serve its consumers’ needs continues to be the company’s hallmark.

About Pacific Brands

Origins of Pacific Brands can be traced back to 1893 when the business began manufacturing Dunlop bicycle tyres. Today, Pacific Brands is a leading manager of Everyday Essential Brands in Australia and New Zealand, marketing some of the most recognised brands including Berlei, Bonds, Clarks (children's), Dunlop, Everlast, Grosby, Holeproof, Hush Puppies, King Gee, Mooks, Mossimo, Sheridan, Slazenger, Sleepmaker, Tontine and Yakka.
Pacific Brands’ commitment to market leadership has provided it with number one or two positions across its major product categories in Australia and New Zealand which include underwear, socks, intimate apparel, hosiery, footwear, workwear, casualwear, bedding, bedding accessories and foams.


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