Page Industries Ltd., the exclusive licensee of Jockey International Inc, has reintroduced its ‘Take It Outside’ campaign for summer, placing renewed emphasis on its outerwear and athleisure portfolio. The move reflects a strategic push to strengthen the brand’s positioning within the growing lifestyle and comfort-led apparel segment.
The campaign showcases a curated range of T-shirts, track-pants, joggers and transitional outerwear, designed to cater to consumers seeking versatility across daily routines. The collection focuses on garments that transition seamlessly from morning commutes to evening outings, combining functionality with contemporary styling. Updated fits, new colourways and lightweight silhouettes form the core of this season’s offering, aligning with summer-specific needs.
The refreshed ‘Take It Outside’ campaign builds on an existing platform that was initially introduced to extend the brand’s comfort proposition beyond innerwear. Over time, it has evolved into a central narrative for Jockey’s outerwear category, supporting its broader ambition to expand into lifestyle-led segments. This year’s iteration continues that trajectory, positioning athleisure as a key growth driver within the brand’s portfolio.
The campaign rollout is supported by a multi-channel strategy spanning out-of-home, digital, social and in-store touchpoints. This integrated approach ensures consistent visibility across consumer journeys, enabling the brand to engage audiences in both physical and digital environments. The focus remains on storytelling that highlights everyday usability rather than purely product-led communication.
Market trends further reinforce this strategic direction. According to IMARC Group, India’s athleisure market is expected to reach approximately USD 22,367 million by 2034, driven by increasing preference for comfortable, all-day clothing and evolving workplace norms. Consumers are increasingly seeking apparel that adapts across professional, social and leisure contexts, creating opportunities for brands to expand beyond traditional categories.
Nihal Rajan, chief marketing officer, Jockey India, said: "Athleisure is one of Jockey’s key growth driving categories, playing a pivotal role in our overall lifestyle offering from the brand. 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."
The campaign’s creative direction reflects this shift in consumer behaviour, using styling and visual storytelling to demonstrate adaptability across different use cases. By focusing on real-life scenarios, the communication aims to make the collection relatable while reinforcing the brand’s comfort-first positioning.
With this latest iteration, Jockey continues to expand its presence in the athleisure segment, leveraging an established campaign platform to introduce new product lines and design updates. The approach signals a sustained investment in lifestyle marketing, where product innovation is supported by consistent brand storytelling and integrated media execution.
