One of my favorite decades! Photos attached at bottom.
History of the Jockstrap - The 1940s
A circa 1940 ad for the Pal Athletic Supporter in an Australian magazine stated: “Protect the Danger Zone – Even in Moderate Exercises wear a “Pal” Supporter. All Followers of Athletic Sport Should Be Guarded Against Strain.”
A 1940s ad for the Matthews Abdo-Gard cup jock shows an extra-wide waistband supporter with cup pocket closed with 3 snaps. “An 8-inch girdle holds the ribs and lumbar area in place.” There is also a drawing of the “Cushion Cup” showing 7 ventilation holes. From Bill Matthews, NJ.
A 1940 Bike ad depicts 2 baseball players, and has text reading, “Insist on BIKE for correct lasting support.” Bike Web Manufacturing Company.
An April 1940 Bike ad, “History of Sports, Tennis” shows a tennis player of centuries past. Bike Web Manufacturing Company, Chicago.
A 1940 Bike ad, “History of Sports, Basketball” reads, “Like basketball, athletic equipment has come a long way.” Bike Web Manufacturing Company, Chicago.
A March 1941 Bike ad, “History of Sports, The Olympic Games” depicts a nude jumper, and two nude wrestlers. Bike Web Manufacturing Company, Chicago.
A 1941 magazine ad shows a smiling teenaged boy’s face above Bike Nos. 5 and 55 supporters. Text reads, “He looks to you…and he’s your responsibility; Supporter WILT is Dangerous! BIKE quality assures dependable, lasting support.” Bike Web Manufacturing Company, Chicago.
In 1943 Johnson & Johnson sold the Victory Athletic Supporter. Because rubber was needed for the war effort, this jockstrap contained none. Waist size was adjusted by a metal ring attached to the back of the waistband. AllKink
A September 1944 ad reads, “For Best Results Buy All-Elastic Supporters ONLY.” Text admits changes due to war time shortages, and asks, “please be patient; we are doing our best for Uncle Sam and for you.” Johnson & Johnson New Jersey.
A 1940s Bike package insert reads, “A WARTIME MODEL; To provide the armed services of the United States with all the necessities of a modern army, it has been necessary to restrict the civilian use of certain basic materials. Rubber is one of the most important. However, the physical protection of all Americans, whether in the armed service or engaged in war work at home, is of utmost importance. This garment has been designed to meet the basic material restrictions and at the same time provide you with a supporter that will give the protection and comfort you need to avoid strain and to reduce fatigue. The Bike-Web Company, Chicago, Illinois.”
A 1945 novel by William Maxwell, The Folded Leaf made two mentions of a “jock strap” worn by a boxer.
A January 1945 ad depicts two men, the younger one in uniform, shaking hands. Text reads, “. . . So Thanks, Coach, for My Promotion” and continues, “And Bike Web, Coach, knows how you’re still carrying on with the leaders-to-be, youngsters who are coming up to take on their own responsibilities. And now, as in the past, we pledge Bike garments will supply the dependable, lasting support you rely on for your athletes. Bike will supply, as always, the best possible protective garments to help you in your work.” The Bike Web Company, Chicago.
A June 1945 ad for the Johnson & Johnson Trump V-front jock shows an outline of a man wearing a jock. Text reads, “All-elastic supporter with 3-inch waistband has the exclusive V-FRONT to provide firmer support and more perfect fit.” And, “Note! Our stocks are still limited by military needs but we are supplying dealers by allotment and will do our best to meet all needs.”
In 1946 the Keystone Coat & Apron Mfg. Corp. of Philadelphia, PA produced a heavy-duty jockstrap for U.S. military paratroopers. It was packaged in a brown paper bag labeled: “One Each; Supporter, Athletic; 3” Waist Band.” AllKink
In 1946 Martin Brothers made a jock for the U.S. military. It was all white, with black lettering on the waistband reading: “U. S.; MARTIN BROS.; Stock No. 37-S 5886; JANUARY 1946.”
In 1946 Martin Brothers of Middlesboro Kentucky made an all-white jock, no label, but with black lettering stamped on the waistband reading, “U. S.; MARTIN BROS.; Stock No. 37-S-5886; FEBRUARY 1946.” One end of the box reads, “ONE EACH 3” WAIST BAND; SUPPORTER, ATHLETIC; STOCK No. 37-S-5886 MEDIUM; MARTIN BROS. INC. MIDDLESBORO, KENTUCKY.”
An October 1946 ad has a photo montage of 4 sports above text reading, “Protection that pays.” There is a depiction of the Bike No. 53 Cup Supporter, and of the Bike No. 50 Cup. The cushion is sold separately as Bike No. 48 Rubber Cushion For Cup. “There’s a BIKE Support For Every Sport.” The Bike Web Company, Chicago.
An October 1946 ad depicts a basketball player next to two outlines clad only in jocks, with text reading, “No Slip! No Sag! No Chafe!” “These improvements spell c-o-m-f-o-r-t for every boy on every team you coach!” Johnson & Johnson Trump All-Elastic Supporter.
Around 1947 the John B. Flaherty Co. made the “Bub” Duribilknit No. 78 “Freshly Knitted Athletic Supporter” with wide abdominal band and removable pouch attached with 4 metal snaps. An example of this supporter is in the collection of the Metropolitan Museum of Art, Costume Institute, New York.
A 1947 Bike ad shows a jock with wide waistband at top left. Text reads, “For dependable protection . . . BIKE NO. 86 Supporter.” The Bike Web Company.
A 1947 ad depicts a football player saying, “The Word’s Getting ‘Round – For Action OLYMPIC CHAMPION Is The Supporter.” There is a drawing of the Apex No. 1 (mesh pouch) and the Apex No. 2 (flannel pouch to hold a protective cup).
A March 1947 J&J ad shows a baseball player next to 2 silhouettes clad in jocks; text reads, “This “V” won’t distract thoughts from Baseball!” “The new Johnson & Johnson V-Front Supporters offer your teams comfort, protection, freedom from embarrassing adjustments.” Johnson & Johnson All-Elastic V-Front Supporters.
In 1947 Johnson & Johnson ran four ads for All-Elastic V-Front Supporters in Boys’ Life (March, April, June, July) with drawings of athletes.
A 1948 ad shows a smiling young man saying, “for the winning edge players wear . . .” OLYMPIC CHAMPION V-front Athletic Supporter.
A 1948 magazine ad showed a young basketball player, and drawings of 2 Olympic Champion jocks. Text reads, “The patented V-front, built on engineering principles, compensates for stress and strain of body twists and turns. Won’t loosen, droop down or slip around. The pouch gives gentle, balanced uplift, stays secure and snugly fit.”
A 1948 ad reads, “EXTRA Protection EXTRA Comfort EXTRA Value . . . Guaranteed to outlast and outlaunder 3 ordinary supporters. Write for free sample on your school letterhead.” John B. Flaherty Co., NY.
A 1948 magazine ad depicts a BIKE No. 86 Supporter with a wide waistband. The Bike Web Company, Chicago.
A January 1948 Johnson & Johnson ad for All-Elastic V-Front Supporters shows a baseball player next to three jocks and a metal cup; text reads, “The YANKEES join the GREAT TEAMS who use V-FRONT SUPPORTERS;” “V-Front Supporters For Your Teams.” AllKink
A 1948 ad for Johnson & Johnson All-Elastic V-Front Supporters depicts a pitcher next to drawings of 3 jocks and a metal cup, and text that reads, “Equip your teams with V-FRONT Supporters, USED AND ENDORSED BY THE NEW YORK YANKEES.”
In 1948 The Bike Web Co. of Chicago, IL placed an ad in the Boy Scouts of America Handbook: “Your Athletics Merit Badge - Want to qualify in the five athletic events? Then play safe by wearing an athletic supporter. Leading coaches, athletes and trainers say every boy who engages in a sport should wear a supporter. It protects delicate, sensitive parts by holding them snugly against the body. And by supporting them, it protects you from strain. For Safety in any Sport wear a BIKE SUPPORTER; More athletes have worn Bike Supporters than any other brand! Because for years Bike has worked closely with coaches, trainers and athletes to make Bike Supporters the best for protection, comfort and long wear. See your sporting goods store and choose the right supporter for your needs from the line of famous Bike Supporters. BIKE “STRAP” SUPPORTER – A 3” waistband all-elastic supporter that give extra-firm support, is sturdy, long-lasting, comfortable.” AllKink
In 1948 Boys’ Life carried ads for both Johnson & Johnson and Bike jocks. Johnson & Johnson ran ads for All-Elastic V-Front Supporters (March, May, July) shows a sign that the supporters are “USED AND ENDORSED BY THE NEW YORK YANKEES.” The Bike Web Co. ran four ads in 1948. May and July have text reading, “More athletes have worn Bike Supporters than any other brand!” Below that is the slogan, “Play Safe – Buy a BIKE Supporter.” In September the jock depicted is the Bike “Strap” Supporter. The November ad has a photo of the Bike No. 10 supporter.
A 1949 ad by the O-C Manufacturing Co. depicts a diver saying, “The Word’s Getting ‘Round – For Action OLYMPIC CHAMPION Is The Supporter.”
A 1949 OC ad shows a baseball player saying, “The Word’s Getting ‘Round – For Action OLYMPIC CHAMPION Is The Supporter.” The O-C Manufacturing Co., Little Falls, NJ.
A 1949 ad from O-C Manufacturing Co. has drawings of 6 different styles of supporter, plus a protective cup.
A 1949 ad shows a baseball player with text reading, “The YANKEES join the GREAT TEAMS who use V-FRONT SUPPORTERS” and “V-Front Supporters For Your Teams.” There are drawings of 3 jocks: a V-Front Cup Supporter, the Tuxedo supporter, and the Trump V-Front Supporter. There is also a drawing of a Metal Cup “Made of magnesium-the lightest and strongest metal cup ever offered.” Johnson & Johnson All-Elastic V-FRONT SUPPORTERS.
A 1949 magazine ad depicts 5 Bike jocks: the No. 10 Supporter, the “Strap” Supporter, the No. B-6 Supporter (6-1/2” waistband), No. 59 Swim Supporter (1-1/4” waistband), and the No. 86 Supporter (6” waistband). The Bike Web Company, Chicago.
A 1949 ad has a photo of 4 young men jumping hurdles, over a depiction of a large jock with text reading, “An Old Favorite, Bike “Strap” Supporter!” The Bike Web Company, Chicago.
In 1949, Bike Web and Johnson & Johnson again placed ads in Boys’ Life. Bike ran ads in February, March and April with a photo of athletes at the top and a slogan mentioning Bike Supporters, over a photo of the Bike “Strap” Supporter, wheel logo, and text. In May and July the Bike Web ads showed a drawing of a diver above the slogan, “Don’t Take Chances! Wear a BIKE Supporter,” a column of text, then a photo of the swim jock and the wheel logo, and the product name. In August Bike Web ran a photo of 5 young boys in swim suits with the slogan, “Don’t take Chances!” and “Wear a BIKE Supporter.” Johnson & Johnson ran ads for their All-Elastic V-Front Supporters in April, May and July; all showing baseball players, and stating the supporter is “USED AND ENDORSED BY THE NEW YORK YANKEES.”
A February 1949 magazine ad for the Bike No. 10 Supporter shows 6 young men playing basketball labeled, “More athletes have worn Bike Supporters than any other brand!” Below is a large Bike jock, off-white with a white label on waistband, showing bicycle wheel logo, labeled “Famous BIKE NO. 10 SUPPORTER, First choice of coaches, trainers, athletes. Knitted cotton-and-rayon pouch; 3-inch waistband; 1-1/4-inch leg bands to minimize rolling and curling. Truly a top-quality garment.” The Bike Web Company, Chicago.