KENOSHA, WIS. – Marky Mark’s got his Calvins. Now Dan Wieden’s got his Jockeys." data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "" >

W&K Jockeying Into Position By Kathy Tyre

KENOSHA, WIS. – Marky Mark’s got his Calvins. Now Dan Wieden’s got his Jockeys.

And the Midwest has seen another business look elsewhere for creativity.
Jockey International has moved its estimated $10-million account from longtime in-house agency, Greyhound, to Wieden & Kennedy, Portland, Ore., in a move that appears to signal a dramatic image makeover for the mainstream, conservative brand.
Executives at Jockey and Wieden & Kennedy declined comment. But the review, which included undisclosed Chicago shops, is said to have been spurred by a management changeover at Jockey. New management is leading a major restructuring that will include product makeovers and repositioning to respond to intense industry competition. New vp/advertising Terry Allen chaired the review.
‘Both Fruit of the Loom and Hanes are spending a lot of money on advertising to create, expand and maintain their brand franchise,’ said Bill Reed, analyst with Atlanta marketing consultant Kurt Salmon Associates. ‘Brand is becoming more important,’ for this category.
Privately-held Jockey trails its much larger competitors Fruit of the Loom/BVD and Hanes in size and sales revenues. The $1.6-billion Fruit of the Loom spent roughly $52 million on advertising last year, through Grey Advertising/N.Y. and, since last fall, Leo Burnett/Chicago. Hanes spent an estimated $10-20 million on advertising last year through Long, Haymes & Carr/Winston-Salem, N.C.
These traditional sock, T-shirt and underwear labels have had to step up their advertising efforts as Calvin Klein, for one, picked up on a popular hip-hop fashion look – jeans hiked down and underwear hiked up – and enlisted rapper Marky Mark as celebrity spokesmodel.
Jockey is best known for its ad campaigns that have used celebrities and everyday people modeling their jockey briefs. Their most famous celebrity spokesman is former baseball pro Jim Palmer. Women’s campaigns have used Olympic gymnast Nadia Comaneci.
Copyright Adweek L.P. (1993)