We're up to the 1970s today. Text first, photos at the end.
The 1970s
In 1970 Ball Four by Jim Bouton was published, which mentioned metal cups (pages 35 and 350), the term “jocko” (page 83), and jockstraps (pages 249, 260, 345 and 393).
A 1970 ad has a photo of Pete Rose at bat, with text reading, “Whatever your sport, take a word from batting champ Pete Rose: BIKE.” At the right is a photo of the box, which has a small Bike jock depicted. From Bike/Kendall.
A 1971 Bike ad shows a Pro 10 jock, and B&W images of 7 jocks and cups. Kendall company.
In 1971 Joe Frazier wore a Bauer & Black Pal jockstrap in his March 8th fight with Muhammad Ali. It was later found and auctioned off in the 1990s.
A 1973 ad for the Bike Pro 10 Supporter states, “Recruit better jocks for your team . . . Bike has a better jock strap.”
In 1973 Mad Ducks and Bears by George Plimpton was published, which mentioned jocks and jockstraps (pages 82, 89, 118, 177 and 332-3).
1974 Futuro Health Supports retailer’s handbook depicted a line of 9 styles of jockstrap as well as a display stand for Futuro products.
A 1976 Sports Illustrated ad for the Bauer & Black “Pro-Brief, The Comfortable Jock” reads, “Part-time athletes need all the support they can get.” This is the closest SI ever got to a jockstrap ad.
In 1977 Shadow Box by George Plimpton was published, which mentioned a “foul-protector” or a “foul-proof belt” (pages 26, 141-2, 145), a jockstrap (page 43), and a protective cup (pages 174, 190).
In 1977 Frank J. DiMatteo of Monroeville, Pennsylvania patented his “Protective Device,” the first banana cup for those in the marshal arts. It was quickly adopted as the standard for baseball players as well.
The 1970s saw the following jocks:
Bauer & Black Swimmer Supporter, solid off-white, white label on narrow waistband reading “BAUER & BLACK” (in blue) and “SMALL MADE IN USA” (in red);
Bike No. 58 Deluxe Swim Supporter;
Bike YM10 Boy’s Supporter;
Bike YM53 Boy’s Cup Supporter, multicolored tracer lines on waistband, white label with red text, 2 metal snaps on pouch;
Cooper cup supporter made in Canada
Defender Style 18 Cotton Athletic Supporter, 3” woven cotton waistband. 1” angled leg straps & full mesh pouch by Defender, Inc. Philadelphia, PA;
John B. Flaherty Company’s Flarico No. 110 Athletic Supporter, off-white, soft covered leg straps, white label with black & red lettering reading “FLARICO NO. 110 ATHLETIC SUPPORTER MACHINE WASH AND DRY SMALL 26 to 32 WAIST JOHN B. FLAHERTY CO., Inc. MAKERS SINCE 1896 Made in U.S.A.”
J.B. Flaherty’s Flarico No. 42 cup jock, off-white, soft covered leg straps, white label with black & red text reading, “FLARICO NO. 42 ATHLETIC SUPPORTER MACHINE WASH AND DRY MEDIUM [waist size?] JOHN B. FLAHERTY CO., Inc. MAKERS SINCE 1898;” plastic cup is off-white, 10 ventilation holes (4-3-2-1 pattern), top reads “NO. 50 MADE IN U.S.A.,” blue cushion around the edge;
Grid Youth Supporter, Grid Sports, Jung Corporation, Cincinnati, Ohio;
K-Mart Men’s Athletic Supporter;
MacGregor jock, black label with white lettering on waistband;
Litesome nylon jock for swimmers, 1 green tracer line at top of waistband;
Olympia No. 11 jock from Canada, white label with blue & orange lettering;
WinnWell Model 14C Athletic Support with Protective Cup, 80% Cotton, 10% Rubber, 10% Rayon, from Wellinger & Dunn, Ontario, Canada and Detroit, Michigan; the cup pouch is made of unbleached cotton muslin, lined with cotton flannel, and closes with one metal snap, white plastic cup has 7 ventilation holes in a V formation, tan cushion around the edge, WinnWell Is stamped into the plastic near top of cup, made in Canada.