Effort: Jockey UPA Campus Festival.
Agency: In-house plus Advancers, Chicago.
Twist: Answering Jockey's request for additional ways to reach its target customer, Sports Illustrated suggested the underwear marketer get behind the fast-growing college sport of Ultimate Frisbee, which combines elements of soccer, football and basketball. Jockey launched its sponsorship of the Colorado Springs, Colo.-based Ultimate Players Association in April, followed by several college festivals where teams square off. The events were promoted on campus, in UPA's national communications and within Sports Illustrated.
Vital statistics: Drawing some women and mostly men, the festivals continue through this month, culminating in the UPA National Championships Oct. 29 in San Diego, where top college teams will compete. The events include a sweepstakes to