JOCKEY CELEBRATES 150 YEARS WITH ANNOUNCEMENT OF NEW ZEALAND’S ‘PERFECT PAIR'

Jockey has named Auckland couple Lana Van Hout-Graves and Cam Graves as its new New Zealand ambassadors, unveiling the pair at an invitation-only Auckland event dubbed the Jockey After-Hours Laundry. The launch, complete with live presentations and personalised garments in a laundry-themed setting, marked the brand’s 150th anniversary and the start of its new campaign, Then. Now. Always.

For a brand built on longevity, from the iconic Y-Front to a decades-long association with the All Blacks and the likes of Dan Carter, the choice of ambassadors is a deliberate bridge between heritage and the present. Jockey Marketing Manager Giulia Di Pietro says Lana and Cam were chosen because they reflect what support looks like today.

“Lana and Cam are the perfect pair because they embody what modern support looks like,” Di Pietro says. “They are ambitious, active and creative, while building careers, raising a young family and backing each other through every part of life. That authenticity makes them a natural fit for Jockey’s next chapter in New Zealand.”

A relationship built on running

Lana and Cam’s story began almost eleven years ago, on a bus headed to the set of a running commercial where they were both working as extras.

“We were on the same bus on the way to the set,” Cam recalls. “I thought Lana was really good looking, walked straight past her, sat behind her and didn’t say a word. A year later, she ended up joining my running club.”

They trained under the same coach, and have now been married for almost four years, raising their baby son, Arthur, together.

“We literally ran into each other’s lives,” Lana says. “Support is the backbone of our relationship. We have shared the highs and lows, chased our goals and supported one another along the way.”

Credentials to match the campaign

Beyond their personal story, both bring serious sporting pedigree to the partnership. Lana is a national-level distance runner and 10,000m national championship bronze medallist, who also works as a running coach, model and content creator, regularly hosting shake-out runs and warm-ups at marathon events around the country.

Cam has spent more than two decades competing across road, track and marathon events, holding personal bests of 28:07 for 10km and 64:17 for the half marathon. After recovering from Achilles surgery earlier this year, he’s back in training with his sights set on representing New Zealand in the marathon at the 2028 Los Angeles Olympics.

Off the track, Cam works as lead media producer at Red Bull New Zealand, while the couple also run Graves Media Productions together, producing photography, film and social content for brands including ASICS, La Roche-Posay, Land Rover and Polestar.

That endurance background gives their endorsement a practical edge. “Having underwear that is flexible and breathable makes a real difference when you are training,” Cam says. “It is the closest thing to your skin, so if you feel comfortable in it, you start from a pretty good place.”

Heritage meets what’s next

The campaign name, Then. Now. Always., captures the brand’s balancing act: honouring 150 years of product innovation and everyday comfort, while repositioning itself around a broader, more modern idea of support, one that extends across training, work, parenthood and relationships.

“You feel comfortable in the product, you look good and it is designed for everyday life,” Lana says of growing up with the brand. Cam agrees, recalling how Jockey’s presence in Kiwi households, reinforced by All Blacks like Dan Carter, made the ambassadorship feel personal. “To now represent the brand with Lana is super special.”