A brand that has quietly accompanied generations through the most ordinary moments of daily life now pauses at its 150th year to ask a question that every enduring institution must eventually face: how does something familiar become meaningful again? Jockey's 'Then. Now. Always.' campaign, launched across Australia and New Zealand under new licensing steward Mitchdowd, is less a marketing exercise than a meditation on continuity — the attempt to hold heritage and relevance in the same hand without dropping either.
Jockey Marks 150 Years with 'Then. Now. Always.' Campaign Relaunch
Nostalgia paired with immediacy, heritage paired with momentum.
Mark
Why does a 150-year-old underwear brand need a relaunch now? What changed?
Mimi
Mitchdowd taking over the licensing rights in Australia and New Zealand created an opening. New stewardship means new energy, new resources, new permission to speak differently. The brand had been quietly present for generations — but quiet doesn't cut through anymore.
Mark
The 'Then. Now. Always.' concept feels almost too neat. How do you actually make that work visually?
Mimi
By not pretending the past is the present. They're running vintage Jockey ads alongside the new ambassadors. You see the old thing and the new thing in the same frame. It's honest — this is what we were, this is who we are now, and we're still here.
Mark
Who are these ambassadors, and why them specifically?
Mimi
Annalise Dalins and Josh Daicos. I don't have their full backstory from the brief, but they're clearly chosen to represent the contemporary face of the brand — people who embody the 'now' part of the equation.
Mark
The media plan is everywhere — TV, billboards, social, tram wraps. Isn't that scattershot?
Mimi
Not if you're trying to reestablish a household name. You need frequency and presence across channels where people actually live. A 150-year-old brand can't whisper its way back into relevance.
Mark
What's the real risk here?
Mimi
That nostalgia without purpose feels hollow. If the campaign is just 'remember when?' without giving people a reason to care now, it collapses. The brand has to prove it's not just trading on history — it has to show it understands the present.
Mark
And if it works?
Mimi
Then Jockey becomes the brand that proved you can honor your past without being trapped by it. That's rare.
El Pulso
- A 150-year-old underwear brand risks invisibility in a market that rewards novelty, making this relaunch a quiet act of cultural survival.
- The arrival of Australian apparel house Mitchdowd as licensing partner has disrupted the brand's regional status quo, creating both pressure and permission to reimagine Jockey's presence in ANZ.
- Hook Creative Studio and DASH Advertising are threading a needle between nostalgia and currency — pairing archival advertisements with fresh ambassadors Annalise Dalins and Josh Daicos to bridge eras without erasing either.
- The campaign deploys an expansive media footprint — Connected TV, YouTube, billboards, tram wraps, and social media — betting that ubiquity itself is part of the message for a brand that once achieved it effortlessly.
- Early signals suggest the strategy is landing on a clear premise: Jockey is not reinventing itself, but reminding audiences why it never needed to.
A brand that has quietly accompanied generations through the most ordinary moments of daily life now pauses at its 150th year to ask a question that every enduring institution must eventually face: how does something familiar become meaningful again? Jockey's 'Then. Now. Always.' campaign, launched across Australia and New Zealand under new licensing steward Mitchdowd, is less a marketing exercise than a meditation on continuity — the attempt to hold heritage and relevance in the same hand without dropping either.
Jockey is turning 150, and rather than simply celebrating the milestone, the brand is using it as a lever — a reason to look backward and forward simultaneously. The campaign, titled 'Then. Now. Always.', was developed by Hook Creative Studio and DASH Advertising, and it rests on a visual dialogue between the brand's archival past and its present-day ambassadors, Annalise Dalins and Josh Daicos. Vintage advertisements sit beside contemporary imagery, and the tagline carries the weight of that deliberate tension.
The relaunch is anchored by a structural shift: Australian apparel company Mitchdowd now holds the licensing rights for Jockey across Australia and New Zealand. Marketing Manager Giulia Di Pietro has framed this transition as an opening — a chance to reinvest energy into a name that has long been a household staple without necessarily being a considered choice.
Hook Creative Studio earned the brief through a competitive four-way pitch earlier in 2026. Chief Creative Officer Pat Langton described the challenge plainly: Jockey was once simply what you wore, unremarkable in the best sense. The task now is to recover that familiarity while pulling the brand into a moment that demands more than passive recognition.
DASH Advertising has built a media strategy proportionate to the ambition — Connected TV, YouTube, billboards, street posters, tram wraps, digital out-of-home, and social media all form part of the rollout. Director David Beacham noted that a brand of this age cannot simply announce itself; it must be encountered everywhere at once, feeling both known and newly relevant. The campaign's quiet wager is that heritage, handled carefully, can function as a foundation rather than a constraint.
Jockey, the underwear brand that has sat in drawers across generations, is marking 150 years in business with a campaign that does something deceptively simple: it looks backward and forward at the same time. Hook Creative Studio and DASH Advertising have unveiled 'Then. Now. Always.' — a relaunch that positions the iconic label at a crossroads between its storied past and whatever comes next.
The creative strategy rests on a visual conversation. Vintage Jockey advertisements from the company's archive sit alongside images of two new brand ambassadors, Annalise Dalins and Josh Daicos, who embody the contemporary face of the brand. It's a deliberate move: nostalgia paired with immediacy, heritage paired with momentum. The tagline itself — 'Then. Now. Always.' — carries the weight of that duality, acknowledging what Jockey has been while asserting what it intends to become.
The timing of this relaunch is not accidental. Earlier this year, Australian apparel company Mitchdowd secured the licensing rights to distribute Jockey across Australia and New Zealand. That shift in stewardship marks a turning point for the brand in the ANZ market. Giulia Di Pietro, Jockey's Marketing Manager, framed it as an opportunity: with Mitchdowd now overseeing the brand's direction, there is room to breathe new energy into a name that has been woven into the fabric of households for generations.
Hook Creative Studio won the assignment after a competitive four-way pitch earlier in 2026. Pat Langton, the agency's Chief Creative Officer, spoke to the weight of the responsibility. Growing up, Jockey was simply what you wore — unremarkable, ubiquitous, a household staple. The challenge now is to resurrect that familiarity while pulling the brand into the present moment. The agency's language was direct: they wanted to bring nostalgia back, but also bring it forward.
The media strategy reflects the scale of the ambition. DASH Advertising has orchestrated a rollout that spans multiple channels: Connected TV, YouTube, billboards, street posters, tram wraps, digital out-of-home advertising, and social media. David Beacham, Director at DASH, emphasized that the right media mix — hitting the right audiences through the right channels — is essential to making the relaunch land. A 150-year-old brand does not simply announce itself; it needs to be everywhere at once, familiar and fresh simultaneously.
What makes this campaign worth watching is not the novelty of its execution but the clarity of its purpose. Jockey is not trying to reinvent itself as something it never was. Instead, it is asking audiences to remember what it always was, while showing them why it still matters. The brand sits at a moment where heritage can feel like either an anchor or a foundation. This campaign is betting that it can be both.
Citas Notables
We are embarking on a massive new chapter for Jockey. With Mitchdowd now steering the ship, we have a unique opportunity to inject new life into a brand that has been a household name for generations.— Giulia Di Pietro, Marketing Manager at Jockey
Growing up Jockey was a household name, we want to bring that nostalgia back but also bring it into the future.— Pat Langton, Chief Creative Officer at Hook Creative Studio
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