Mumbai, July 2: Page Industries Ltd., the exclusive licensee of JOCKEY International Inc., today announced the latest expansion of its fast-growing youth athleisure line JKY Groove, under the new ‘Always In It‘ campaign. Building on the momentum of the previous drops, this latest edit introduces a fresh range of sporty, trend-forward styles for both men and women, designed for a generation that moves fluidly between the court, the campus, and everything in between.
For women, the collection brings playful, easy-to-style pieces designed to keep up with every version of the day. New tank tops with built-in cups deliver comfort and confidence in one effortless silhouette, while skorts add a sporty twist to everyday dressing. From oversized graphic tees and ringer styles to relaxed co-ords and cargo-inspired bottoms, the collection blends movement, comfort and self-expression in equal measure.
For men, the collection taps into the energy of sport culture with a fresh streetwear lens. Basketball-inspired mesh jerseys, graphic ringer tees, oversized polos and relaxed co-ords bring together comfort and attitude, while cargo pants and shorts make every outfit ready for wherever the day leads next.
“Young consumers today don’t separate comfort from style; they expect both, all the time. That’s exactly what inspired JKY Groove™,” said Nihal Rajan, Chief Marketing Officer, Jockey India. “‘Always In It‘ celebrates a generation that doesn’t wait for occasions. They’re in the game, in the moment, in the conversation and in the culture. JKY Groove™ is designed to move with them through it all. Since launch, we’ve seen an incredible response from a generation that wants fashion to move as fast as they do. With this new drop, we’re bringing fresh silhouettes, bolder styling and more versatility to help them stay comfortable while expressing their individuality. That’s what being ‘Always In It‘ is all about.”
The new JKY Groove drop is now available at select Jockey Exclusive Outlets, leading marketplaces and on www.jockey.in. Backed by the ‘Always In It‘ campaign, the launch comes alive through a dynamic mix of digital content, social storytelling, creator collaborations and immersive retail experiences. Inspired by a generation that moves seamlessly between sport, culture and everyday life, the campaign captures the energy, spontaneity and self-expression that define today’s youth.
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