Men’s underwear brand Jockey kicked off the start of its 3D Innovations range launch campaign with an interactive high street event in York, this Saturday 16th July.
In an attempt to bring the range to life for shoppers, Jockey, along with its Browns of York store retailer, had models performing a mobile catwalk on the High Street.
It also positioned ‘live’ models in the department store’s main window and had them packaging bags at the counter for customers.
Local shoppers reportedly flocked to watch the models parade the High Street and pose in the shop window, showcasing Jockey’s brand new 3D Innovations underwear range. York citizens were even seen queuing to pose for photographs with the Jockey models, while being offered product advice on the eight way stretch underwear.
The activity was just one of a series of events being carried out across the UK, this Summer, in the towns and cities of Jockey’s key retailers, to launch the brand’s new 3D Innovations range.
Supported by 2 for 1 promotions in store and a free Jockey gift, the campaign seeks to provide the brand with a platform through which to showcase the new range’s key attributes directly with consumers.
Jockey marketing manager Ruth Stevens, said “We wanted to create a campaign that brought the new 3D Innovations range alive for shoppers while also demonstrating how the brand has developed and created a world-class product for Summer 2011.
“The activity gives us a great medium to exhibit the unique eight way stretch product itself on the models and through having direct contact with shoppers, we have the opportunity to communicate the key values of the patented Jockey 3D technology.”
The 3D Innovations collection claims to offer underwear with freedom of movement in any and all directions. Using patented 3D technology, the range has been developed to mirror the form of the human body, for ‘outstanding fit and ultimate comfort’.
Jockey 3D Innovations trunks and briefs are available to buy in a variety of colours from Browns of York department store for £14.
Ckick here for a gallery of the York event.