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AFL Couple Josh Daicos & Annalise Dalins Front Jockey's Latest Campaign As Brand Turns 150
AFL player Josh Daicos and his partner, Australian model Annalise Dalins have been named brand ambassadors and the faces of Jockey’s 150th anniversary campaign.
The couple are fronting Jockey’s new Support Is Strength platform, which explores how support has evolved from the comfort we wear to the connections that shape our confidence, bringing 150 years of heritage into a new era.
It’s the couple’s first-ever brand campaign together, which the brand said “feels particularly timely” as they prepare for their November nuptials.
“Celebrating 150 years of Jockey is a rare and significant milestone. Few brands earn that level of trust across generations. As we bring Jockey into its next chapter, our focus is honouring that heritage while ensuring the brand continues to be relevant for today’s consumer – confident, modern, active and authentic,” CEO Dane Totham said.
The Rise And Renewal Of Jockey
FOR MOST BRANDS, reaching 150 years in business is an opportunity to look back. For Jockey, it’s a chance to look forward.
Since its founding in 1876, the global underwear giant has played a defining role in shaping what modern underwear looks and feels like. The invention of the Y-front brief transformed the category, introducing a new standard of comfort and support that would influence generations of design. But while fabrics, fits and technologies have evolved over the decades, the philosophy behind the brand has remained remarkably consistent: confidence starts with comfort.
Now, as Jockey celebrates its 150th anniversary, it’s entering a new era that expands the idea of support beyond the garment itself. The brand’s latest campaign recognises that strength isn’t something we build alone. Instead, it’s shaped by the people who encourage us, challenge us and stand beside us through every stage of life.
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Jockey marks 150 years with brand relaunch ‘Then. Now. Always.’ via Hook Creative Studio and DASH Advertising
The highly anticipated campaign, titled ‘Then. Now. Always’ Jockey, coincides with the brand’s 150th anniversary. It serves as a major relaunch for the underwear label, celebrating its rich heritage while planting a firm foot in the modern cultural landscape.
To spearhead the new direction, Jockey has announced Annalise Dalins and Josh Daicos as the brand’s newest ambassadors. The creative execution pays tribute to the brand’s extensive history by featuring classic, vintage Jockey advertisements, deliberately juxtaposed against the fresh, contemporary presence of Annalise Dalins and Josh Daicos representing “the now.”
The tagline, ‘Then. Now. Always’, is designed to pay homage to the brand’s storied past while focusing heavily on its current momentum and future trajectory.
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