Jockey x All Blacks

Jockey x All Blacks

DARKHORSE was responsible for creating talkability around Jockey’s ongoing partnership with the All Blacks; ultimately we concepted and executed multiple integrated campaigns that brought the partnership to life while driving sales. 

Part of our remit was a series of content shoots; in one day - which we also arranged for media to attend - we shot the All Blacks in their undies for three different campaigns: 1935, 24/7 and Remundies. 

We also had a strong focus on PR, achieving top tier coverage in print, online, radio and television - with Jockey’s Fashion Week Show even achieving ‘breaking news’ on The New Zealand Herald. 

All activity was amplified through a social influencer program we ran, which included the contracting and management of social deliverables for individual players.