Jockey Sport Everyday Athletes Get Real
Jockey is running “Get Real”, an integrated advertising campaign featuring Babe Ruth and everyday male athletes in sweaty settings: a weight room, a basketball court and a soccer field. Those guys represent the 25- to 39-year-olds that Jockey hopes will buy a new line of underwear that dries fast and resists odor. The campaign, online at jockey.com/everydayathlete, encourages men to tweet pictures of themselves as #EverydayAthletes.
The Get Real ad was developed at NSG/SWAT, New York, by creative director Troy Lumpkin, Richard Kirshenbaum and Miles Skinner, working with Dustin Cohn, chief marketing officer at Jockey.