PROtober: Jockey’s Ride from Socks to Underwear

Posted on by Beth Negus Viveiros

1930Welcome to PROtober on the Big Fat Marketing Blog, where we’ll be sharing trivia and fun facts about some of this year’s PRO Award winning brands.

TPN won the Gold Pro Award for Best Retail Promotion for the Jockey JKY Right on Target campaign for its client Jockey International.

While best known today as a premier underwear brand, the roots of Jockey go a little deeper…down to the feet. In 1876, Samuel Thrall Cooper started the predecessor of Jockey International, S.T. Cooper & Sons. The company was a hosiery business in St. Joseph, MI, dedicated to helping lumberjacks looking for better quality socks.

Twelve years later, the company moved into the men’s underwear business, and introduced White Cat underwear in 1900. A postcard received by the company’s sales and marketing leader Arthur Kneibler in 1934 of a man on the French Riviera in a bikini style swimsuit inspired the creation of the now famous Jockey brief. The day it debuted in 1935, Chicago’s Marshall Field & Co sold out of its stock of 600 packages by noon.

Today, Jockey International markets its products in more than 120 countries. Over 600 styles of underwear are sold on

For more on all the 2013 PRO Award winners, click here.  


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