1950:
While licensees in Europe thrived, Cooper's sought other partnering opportunities in South America and signed Licensee Agreements with companies in Argentina, Columbia and Peru.

1951:
Cooper's expanded operations to Millen, Georgia, its first plant in the deep south. In this mill, workers cut fabric, sewed Jockey® shorts and undershirts, and packaged them for distribution.

1954:
Cooper's advertised in the first issue of Sports Illustrated magazine.

1956:
Cooper's opened another plant in Belzoni, Mississippi. In addition to cutting fabric, sewing Jockey shorts and undershirts, the new plant also knit cotton into fabric at the front end of the process. The new plants in the South were highly efficient because they were equipped with modern machines and highly-skilled labor and management.

1958:
Cooper's introduced Jockey® Skants® briefs, the company's first foray into fashion underwear. These low-cut briefs were thoroughly modern and demonstrated that European styling was already influencing consumers and retailers in the United States. Jockey® Skants® garments enjoyed substantial success among a growing market of American males who were not squeamish about fashion.

1958: Cooper's purchased its first TV advertising. The humorous spot was read live by Jack Parr on the Tonight Show. At first glance, it looked like a debacle, but it became a hugely popular ad for Cooper's.