MUMBAI: Leading American inner-wear, active-wear and leisure-wear brand Jockey, has launched a new Jockey Athleisure campaign, for the range of outerwear for men and women which effectively blends active and leisurewear.

Athleisure includes products like tracks, hoodies, jackets, t-shirts, tanktops, shorts and sports vests.

The campaign conceptualised and executed by L&K Saatchi & Saatchi includes TV, Print, OOH and will also use radio and digital media for engagement and activation.

The TVC is directed and shot by Mark Toia on the streets of San Francisco. Themed around ‘Play or Relax’, the film shows a vibrant day-in-the-life of a carefree and cool guy and a girl in the city, and how they easily switch between moments of relaxation and active play while being comfortably fashionable.

The print and OOH creatives were shot in Los Angeles. It urges you to try harder, but it also tells you it’s fine if you don’t. Jockey Athleisure is made for both.

Jockey India president of sales and marketing MC Cariappa says, “Athleisure marks the official foray for Jockey India into outerwear which is an extremely relevant and highly potential category especially in India where the larger population indulges in casual sports to stay active while wearing activewear for casual hangouts. The campaign strengthens the Jockey brand imagery while signalling the exciting new range.”

L&K Saatchi & Saatchi senior vice president Debarjyo Nandi adds, “The campaign idea extends from the essence of Jockey Athleisure which lets you seamlessly transcend between active and leisure moments of your day. Not just wear it but live it, play or relax.”

Although the film is already on-air and online, the OOH and print are scheduled to break in a week.