The apparel brand integrated an adopt-a-thon into its latest show, debuting its newest collection alongside furry friends to encourage adoption of shelter animals

Brands are well aware that part of their value to their customers includes supporting charitable, sustainable or otherwise ethical causes. Taking note, fashion brand Jockey teamed up with animal viral content outlet The Dodo in order to drive brand awareness and value by hosting a combination fashion show and adopt-a-thon.

The Adopt the Runway event held on October 4 served to both unveil the Jockey collection and put several shelter animals in good homes. Each model walked the runaway with a furry companion at her side. The event was livestreamed on Facebook, and 20% of proceeds of the fashion collection went to the nonprofit Marley's Mutts, founded by Jockey’s new brand ambassador Zach Skow, to extend its animal rescue efforts to working with autistic children, veterans and inmates.

The event also made us of a custom Snapchat filter to further spread the word. Working with creative agency The Brandshop, the event was an experiment in experiential marketing, hoping to encourage customers to participate more directly with the brands involved.

Jockey | The Dodo


Lead image: The Dodo via Facebook

Brands are well aware that part of their value to their customers includes supporting charitable, sustainable or otherwise ethical causes. Taking note, fashion brand Jockey teamed up with animal viral content outlet The Dodo in order to drive brand awareness and value by hosting a combination fashion show and adopt-a-thon.

The Adopt the Runway event held on October 4 served to both unveil the Jockey collection and put several shelter animals in good homes. Each model walked the runaway with a furry companion at her side. The event was livestreamed on Facebook, and 20% of proceeds of the fashion collection went to the nonprofit Marley's Mutts, founded by Jockey’s new brand ambassador Zach Skow, to extend its animal rescue efforts to working with autistic children, veterans and inmates.