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The Jockey & the World Cup!
May '10
The Jockey International Inc. red hot promotion celebrating the World Cup! Jockey South Africa, in the host country of the World Cup, has combined these elements to create what has now become a global Jockey campaign celebrating the 2010 World Cup soccer tournament.

Jockey South Africa originally developed exclusive mens briefs and trunks in the vibrant colors of the South African flag, then created additional products using the colors of the flags from top teams competing in the 2010 World Cup. The collection was so appealing that Jockey partners in Hong Kong, Vietnam, Indonesia and Thailand have already sold the product into major retailers in their respective countries, further leveraging the South African Show Your Support program.

Other Jockey markets have added the Jockey Show Your Support collection to their offerings. Latin American Jockey licensees have developed team-specific products for Argentina, Brazil, Italy, Spain and France.

The U.S. will sell a variety of the products via Jockey.com in July. The clever Jockey South Africa Show Your Support campaign is running from February to August 2010. The advertising program features male and female Jockey-clad models painted in the rainbow of colors that appear on the South African national flag. Imagery of painted models will appear on billboards, bus stops in metropolitan areas throughout South Africa, as well as in soccer and in-flight magazines.

The Jockey South Africa Show Your Support campaign features dynamic visuals and the ability to harness the energy of the World Cup -- It is very exciting, said Jockey International Division President Tim Wheeler. The patriotism of South Africans runs deep and strong. We are thrilled to make this event more personal for Jockey consumers in this nation, and now for other participating nations in the World Cup.

Another important element of the Jockey South Africa Show Your Support campaign is the opportunity for direct consumer engagement. Several consumer-activation stands will be placed at popular shopping centers in World Cup host cities. Hearkening to the ad campaign, visitors at these stands can show support for their favorite soccer team by taking part in face and body painting. Visitors will also be invited to inscribe supportive messages for their team on the Wall of Support, also located at the stands. Free limited-edition Jockey socks will be given to visitors who can prove that they are sporting Jockey underwear.

The 2010 World Cup may easily be the biggest sporting event ever. Well over one billion people are expected to follow the month long tournament between the top 32 soccer playing nations. The World Cup is the most important competition in international soccer and is organized by FIFA (Federation Internationale de Football Association).

The tournament takes place every four years. The previous tournament was held in 2006 in Germany and Italy won the World Cup. 2010 will be the first time that the final tournament will be hosted by an African nation. More than 160 national teams take part in the regional (Continental Zone) qualifying rounds to qualify as one of the 32 teams that will take part in finals.

The Jockey International Inc

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