Red Light Management


August 21, 2020

Nashville, TN (August 21, 2020) – Country music Superstar Luke Bryan and his wife Caroline are the new brand ambassadors for Jockey International, Inc. in their new campaign “There’s Only One Jockey™.” Watch one of the commercials HERE.

“This partnership with Jockey, and why I’m so proud of it, it just feels like such a natural combination of what our family is about,” said Luke. “Jockey is such a strong family company and we’re excited to be partnered with such a successful company for so many years. The clothes Jockey makes, the comfort and quality, and how they stand behind it, is so important to us.”

“What I love about Jockey the most is their classic white T-shirt because girls can rock it, and boys can, too,” said Caroline. “I have some that I just tie on the side and throw on a hat and cute shoes, and you’re good to go. It’s easy.”

“Luke and Caroline are a great fit for the Jockey brand as their focus on family, dedication to caring for others and playful sense of humor align perfectly with our brand values,” said Chris Smith, senior vice president, DTC and chief brand officer, Jockey. “We’re proud to be able to partner with the Bryans and highlight the impact this all-American couple has on families and a younger generation, and reinforce ‘There’s Only One Jockey.’ It also doesn’t hurt that Luke has an affinity for the classic white Jockey® T-shirt – an iconic staple in American culture.”

Shot in Nashville, Tenn. on a beautiful, rustic estate befitting the brand’s and Bryan’s style, the campaign features Luke and Caroline in a wide range of picturesque, artistic shots in Jockey® apparel, from cozy pajamas and relaxing loungewear to comforting thermals and, of course, the iconic Jockey® Classic T-shirt.

The new campaign features a robust and targeted media plan, featuring a partnership with iHeart Media and the Bobby Bones radio show, a TV campaign highlighted by an Academy of Country Music Awards spot, and digital and social media presence.

In one TV spot, Luke is getting ready for a date night with Caroline, and, well, he struggles a little bit. In the other, Caroline delivers Luke Jockey® apparel for his campaign shoot and it’s not what he expected.

The Bryans will also serve as ambassadors for the Jockey Being Family Foundation, Ltd. (JBF), which is Jockey International, Inc.’s corporate charitable initiative that provides resources and support to post-adoption organizations to help strengthen adoptive families once an adoption is finalized.

Debra S. Waller, chairman and CEO of Jockey, was adopted as an infant and started JBF in 2005. Through her leadership JBF has impacted and helped strengthen more than 350,000 families.

Conceived by marketing partner NitroC Group’s President & Chief Creative Officer, Ashlee Clarke, the campaign will be supported with a robust digital and social media presence, including opportunities for fans to win exclusive memorabilia.

To learn more about the partnership, fans can visit

About Luke Bryan:
Four-time Entertainer of the Year Luke Bryan released his seventh studio album BORN HERE LIVE HERE DIE HERE on August 7. The album already contains three #1 singles, “Knockin’ Boots,” “What She Wants Tonight” and current single “One Margarita,” which also became his 25th career #1 song and has over 100 million global streams.
Luke has more RIAA certified digital singles than any other country artist with 54 million digital singles, 12.5 million albums and Seven billion streams. Luke has four Platinum albums, two 4x-Platinum albums, seven RIAA certified albums, 22 Platinum singles and 12 Multi-Platinum singles and 25 #1 radio hits.

In this past decade Luke has performed for nearly 12 million fans on tour with 11 Farm Tours, seven headline tours, six years of Spring Break shows and six Crash My Playa concert events. He was recognized as a CMT Artist of the Year six consecutive times, was twice named the Entertainer of the Year by BOTH the Academy of Country Music and the Country Music Association and was honored as a NSAI Artist/Songwriter of the Year. In total Luke has won over 40 music awards including six ACM awards, six CMT Music Awards, five Billboard Music Awards, four American Music Awards, two CMA awards, an iHeart and a Teen Choice award and more.

About Jockey:
Founded in 1876, Jockey International, Inc. is a privately held, family owned company with headquarters in Kenosha, Wis. Started by Rev. Samuel T. Cooper as a sock company to serve lumberjacks of the day, the company has expanded into one of the most well-known apparel brands around the world. Today, Jockey® products are sold in more than 140 countries. Jockey is committed to quality and innovation, and the passionate pursuit to satisfy the human need for comfort continues to be the company’s hallmark. Visit to experience the quality. After all, There’s Only One Jockey.™