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Jockey International, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Jockey International is a manufacturer and marketer of underwear, sleepwear and socks for men, women and children. The company, headquartered in Kenosha, WI, is privately held with global operations.

Main Telephone (262) 658-8111
Main Fax (262) 658-0036
Primary Address
Post Office Box 1417
Kenosha, WI 53141-1417

Jockey International, Inc. Contacts

Contacts (5/13)
Name Title State
Debra W. Chairman & Chief Executive Officer WI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (262) 658-8111
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1417
Kenosha, WI

Mark F. President, North America Wholesale & Licensing & Chief Merchandising Officer WI
Michael L. President, Marketing & Consumer Direct WI
Chris S. Senior Vice President, Retail & DTC Marketing WI
Tim M. Vice President, eCommerce & DTC Technology WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Jockey International ******
Jockey Men *******

Agency Relationships

Brand Agency Service From To
****** ************* **** ****** Creative, Media Buying, Media Planning 2016 present
****** ************* ****** & ***** Public Relations 2017 present

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Recent Discussions

Who is the Chairman & Chief Executive Officer of Jockey International, Inc.?

Who is the marketing contact for Apparel & Accessories in WI

What is the email of the President, North America Wholesale & Licensing & Chief Merchandising Officer of Jockey International, Inc.?

What is direct phone of the President, Marketing & Consumer Direct of Jockey International, Inc.?

Who is the Creative, Media Buying, Media Planning agency of Jockey International, Inc.?

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Summer Media Opps: Jockey moves creative, media to Pure Growth

Subject: TV, print, magazines, digital, online, sponsorship, 

Brand: Winmo profile), brand of underwear, sleepwear for men, women and children.

Opportunity: After the departure of CMO Dustin Cohn last fall (research Pure Growth. Start making introductions now since planning for Q3, traditionally Jockey’s top advertising period, and Q4, its secondary buying period, should be underway shortly. 

Jockey’s ad levels were way down last year but look for men and women focused spending to return to historical levels. Also, while Jockey is traditionally a low digital ad spender, one of management’s priorities is growing consumer direct sales. So, look for display levels to be much higher this year and beyond. Keep in mind that style and entertainment sites have been targeted more lately than sports and fitness. 

We’ve been told Jockey isn’t replacing the CMO position but is currently in the middle of hiring an advertising and marketing VP. However, it does look like that person will serve in the CMO function. We’ll keep you posted as we learn more. During the interim period marketing and advertising is being managed by Tom Napper, director of advertising and integrated marketing, and Michael Lapidus, president of marketing and consumer direct.

Additional Insight

Incumbent: GRP Media was on media planning and buying, according to The List. 

Media Spend: Through the first three quarters of 2015, $921,000 went to measured media compared to $15.5 million and $19.2 million for all of 2014 and 2013, respectively. Magazine ads made up about 75% of budget before last year. The remainder mostly supported cable TV ads, according to Kantar Media.

Digital Breakdown: During the past 12 months, video has made up the bulk of Jockey’s display presence, with seven video ads running on almost 200 publishers. Almost all of these ads ran in July on local news sites like, and statesman. Ads also appeared on national news sites such as and, according to Moat.

Besides video, 54 banners and eight high impact ads have appeared on about 55 publishers (8% mobile), 95% of which was placed site direct versus programmatic. Similar to video, activity was highest during the summer. However desktop and mobile ads mostly targeted female focused entertainement sites like,, and

Recent Decision Maker Appointments: Last fall, e-commerce and interactive VP Chris Smith was promoted to SVP of retail and DTC marketing, and Lapidus, already consumer direct president, added marketing to his scope. 

Shortly before, Mark Fedyk re-joined Jockey as chief merchandising officer and president of North American wholesale and licensing. He spent a short period as Yankee Candle’s retail presence before returning.

Winmo profile)
2300 60th St.
Kenosha, WI 53140
(262) 658-8111

Michael Lapidus
President, Marketing & Consumer Direct
(262) 658-8111

Tom Napper
Director, Advertising & Integrated Marketing
(262) 658-8111

Chris Smith
Senior Vice President, Retail & Direct-to-Consumer Marketing
(262) 658-8111