Jockey marks 150 years with brand refresh, stronger e‑commerce push in South Africa

As few consumer brands reach the 150-year mark, Jockey is using its anniversary not simply as a moment to celebrate its history, but as a platform to rethink how a heritage brand stays relevant in a rapidly changing retail environment.

Founded in the United States in 1876, Jockey has evolved from a hosiery manufacturer into a globally recognised underwear and apparel brand.

Here in South Africa, the business has been manufactured and distributed by Durban-based Ninian & Lester for 75 years, with more than 95% of products sold locally manufactured in the country.

For Jockey South Africa, longevity has been closely linked to the ability to adapt – from product innovation and local manufacturing to changing consumer expectations and the rise of digital commerce.

Bruce McMurray, general manager of Jockey South Africa, says the brand's approach to innovation has always been rooted in solving genuine consumer needs rather than following trends for their own sake.

Bruce McMurray, general manager of Jockey South Africa. Image supplied

“Throughout our history there have been several defining innovations that changed not only our business, but the underwear category itself,” he says.

From the Jockey Y-Front Brief, introduced in 1934, to technologies including 3D-Innovations, Staycool+, Seamfree, Skimmies and VentraCool Air, innovation has remained central to the brand's proposition.

Refreshing a 150-year-old brand for today's consumer

The anniversary has also provided an opportunity for Jockey to refresh its brand identity, including its logo.

Nombuso Ncapai, marketing manager for Jockey South Africa, describes the change as an evolution rather than a reinvention.

A key element is the incorporation of Jockey's iconic “Half Boy” into the primary logo, bringing a recognisable part of the brand's visual heritage more prominently into its identity.

Nombuso Ncapai, marketing manager for Jockey South Africa. Image supplied

“For a brand with 150 years of history globally and more than seven decades in South Africa, the challenge is not to move away from that heritage, but to make sure it continues to feel relevant to today's consumer,” she says.

The refreshed identity forms part of a broader business objective: to strengthen Jockey's position for its next phase of growth while maintaining the trust, quality and comfort credentials that have built its consumer base.

Image supplied. Source: www.prnewswire.com

For retail, that means creating a more consistent brand experience across physical stores, packaging, digital platforms, marketplaces and e-commerce.

New packaging is among the initiatives being rolled out progressively, with the business looking to make the packaging more than simply a product container.

“We are looking at packaging not simply as something that contains the product, but as an important part of the consumer experience, making ranges easier to navigate, improving product and fit communication and creating stronger visual consistency on shelf,” says Ncapai.

The aim is for consumers to encounter a recognisably Jockey experience whether they discover the brand in-store, through social media, on a marketplace or via the company's own digital channels.

Competing in an increasingly crowded underwear market

The move comes as consumers have more choice than ever across underwear and apparel, with local and international brands competing for attention both in physical retail and online.

For Jockey, differentiation will not come from chasing every emerging trend, but from combining its established strengths with innovation, design and improved consumer engagement.

“Comfort, quality and fit remain fundamental to the brand, but increasingly we are combining those strengths with innovation, stronger design and improved consumer education,” adds Ncapai.

The refreshed identity is intended to help communicate this proposition more effectively, while making it easier for consumers to shop according to fit, silhouette, functionality and occasion.

The business also sees its heritage and local manufacturing base as competitive advantages.

Jockey South Africa's ability to develop and manufacture products locally allows it to respond to market opportunities and consumer feedback more quickly, while maintaining closer connections with the local market.

McMurray says continuous improvement, underpinned by Lean principles, has been central to the company's approach.

“Rather than seeing change as a disruption, we embrace it as an opportunity to improve,” he says.

Local manufacturing meets digital growth

While the physical retail environment remains important, digital commerce is becoming an increasingly significant component of Jockey's growth strategy.

Digital channels currently contribute approximately 10% of total sales, with the business identifying e-commerce, marketplaces and digital customer acquisition as key areas for future expansion.

Ncapai says digital commerce also provides the business with faster access to consumer insights, which can influence product development, merchandising, marketing and the broader customer experience.

“Consumer expectations today are vastly different from what they were even five years ago. They are looking for greater value, personalisation, convenience and products that genuinely solve problems,” says McMurray.

This shift is also influencing how Jockey approaches its target audience.

The brand is seeking to attract younger consumers while retaining the customers who have supported it over generations. Rather than radically changing its identity to pursue a younger market, Jockey plans to modernise the way it communicates its existing brand values.

The refreshed identity will be supported by digital-first marketing, creator partnerships, an evolving product range and a stronger e-commerce presence.

For Ncapai, the challenge is to make Jockey feel contemporary without losing what consumers already recognise.

Building on a 75-year South African foundation

The local manufacturing operation gives the South African business another point of differentiation as it looks towards its next phase.

More than 95% of Jockey South Africa's products are manufactured locally, supporting the country's clothing and textile manufacturing sector while giving the business greater flexibility in product development.

That local capability allows Jockey to identify opportunities, develop products, test them with consumers and use those insights to refine future ranges.

The combination of global innovation and local market knowledge has therefore become an important part of the company's retail strategy.

“Our opportunity is to present those credentials in a way that feels relevant to the modern South African consumer,” says Ncapai.

From heritage brand to future-facing retailer

Jockey's 150th anniversary ultimately represents a balancing act between protecting the equity built over generations and adapting to a new retail landscape.

The company is looking to strengthen its omnichannel proposition, expand digital commerce, continue developing products around fit and functionality, improve its retail presence and reach new generations of consumers.

For McMurray, the next stage will require a culture of continuous learning and adaptability.

“As leaders, it's our responsibility to foster a culture that embraces change, collaboration and continuous learning because staying informed and remaining curious are essential to building a business that remains relevant for the next 150 years.”

For Jockey South Africa, the anniversary is therefore less about looking backwards than using its heritage as a foundation for growth.

With local manufacturing, product innovation, a refreshed identity and a growing digital business, the brand is positioning its next chapter around the same principle that has sustained it for generations: understanding what consumers need and finding better ways to deliver it.