Jockey Outdoors
Jockey Outdoors
by Luke Bryan
Jockey brought nearly 150 years of base-layer expertise…outside. The Jockey Outdoors™ by Luke Bryan collection was a collaboration with Country Superstar and avid outdoorsman, Luke Bryan, to create comfortable yet rugged apparel built for the life lived outdoors. As Creative Director from conception through multi-seasonal launches, I established our brand point of view in a new category, leading an amazing team of art directors, designers and writers through the branding, photography, copywriting, packaging, and online & in-store experiences.
PHOTOGRAPHY
DIRECT MAIL
Direct mail and catalog work.
STYLE GUIDE
Excerpts from the extensive collection guide, used internally and distributed externally to different agency partners to ensure campaign alignment both visually and in storytelling.
SOCIAL MEDIA
Social media carousel post and videos.
PACKAGING
Hang tags and boxed packaging.
IN-STORE EXPERIENCE
Store window display, “shop-in-shop” test floor sets, and capsule collection signage experiences.
The successful shop-in-shop tests were rolled out in five stores and will now roll out across more targeted stores in the coming months.
HOME PAGE
Home page introduction feature with Luke Bryan and a shoppable carousel.
LANDING PAGE
Storytelling page for the Outdoors collection.
PRODUCT DETAIL PAGE
Example of a product page.
The goal was to infuse the collection identity, as well as tell the story of each garment’s thoughtful craftsmanship and benefits to the consumer.
Product spotlight email to drive individual style unit sales.
