'SI' gets Jockey to take spin with Ultimate Frisbee fests

Fitzgerald, Kate
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p56
Trade Publication
This article provides information on the marketing strategy used by underwear marketer Jockey International as of October 1999 to reach its target customer. Answering the request of the marketer for additional ways to reach consumers, Sports Illustrated magazine suggested that Jockey support the college sport of Ultimate Frisbee. Thus, Jockey launched its sponsorship of the Colorado Springs, Colorado-based Ultimate Players Association (UPA) in April, followed by several college festivals. The events were promoted on campus, in the national communications of UPA and within Sports Illustrated.


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