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.
Coinciding with the anniversary, Jockey is also introducing ‘Support Is Strength’, a refreshed brand message that reflects on the evolution of what support means today.
While Jockey has always been credited for creating products that support people through everyday life, the meaning of support has grown alongside the brand. What began as functional innovation has evolved into something much broader, recognising that true support is found in comfort, confidence and the everyday moments that help people feel their best.
The brand said: “Whether it’s supporting Australians through life’s milestones, everyday routines or moments of movement, Support Is Strength reinforces Jockey’s ongoing commitment to creating products that people can depend on today, tomorrow and for generations to come.”
Chosen to bring that message to life, Josh and Annalise reflect the trust, encouragement and connection behind Jockey’s next direction, representing confidence, performance and modern Australian style.
“Jockey has always stood for comfort, quality and confidence. This ambassador partnership brings those values to life with a new generation of customers. We are proud to align the brand with talent who represent performance, authenticity and everyday confidence – exactly where we see Jockey’s future.”
The AFL couple commented on the partnership, admitting their excitement.
“We’re excited to be part of a brand that’s continuing to evolve while staying true to what people have always loved about them,” the pair said.
“It’s a privilege to help tell that story, connect with a new generation of customers and be part of what’s next for such an iconic brand.”
