Jockey reveals new brand Campaign: Show ‘Em What’s Underneath
Campaign encourages people to be confident and comfortable with who they are inside and out
Jockey International, Inc. (Jockey), a 140-year-old brand recognized around the world for its high-quality underwear and apparel, today announced its new brand campaign: Show ‘Em What’s Underneath. The campaign kicks off today and features three everyday heroes proudly wearing Jockey® underwear in a series of raw and personal videos and portraits showing “what’s underneath” – literally and figuratively.
The Jockey “Show ‘Em What’s Underneath” campaign encourages people to be comfortable expressing their true self. It centers on everyday heroes who embody the spirit and values of the brand and the characteristics that make them unique.
The campaign’s intimately told stories feature: Chris Van Etten, a U.S. Marine veteran who shows perseverance always wins; Lisa Cusimano, a firefighter who defines courage as serving something greater than yourself; and Michael Cottone, an adoptive father who exemplifies the gift of family.
“This new campaign celebrates the spirit of individuality – people’s true colours, hidden talents, guts, crazy ideas, big secrets and the gifts that make them truly unique,” said Matthew Waller, senior manager of corporate communications and brand partnerships, Jockey. “The Show ‘Em What’s Underneath campaign encourages everyone to
be comfortable with themselves – imperfections and all.”
Initially, the inspirational campaign will focus on Chris Van Etten as he visits markets nationwide, engaging with media and consumers to promote the campaign leading up to the Fourth of July.
“I’m truly honoured and humbled to be chosen by Jockey and featured in the Show ‘Em What’s Underneath campaign,” said Chris Van Etten. “Jockey is an iconic American brand built on hard work, authenticity and quality which aligns with my core values, and for them to give me the platform to tell my story and perhaps inspire others to take life’s challenges head on, it’s a tremendous opportunity. The legacy I want to leave behind is someone who spent time trying to help others better their own lives.”
Developed by marketing partner Pure Growth Consulting, the “Show ‘Em What’s Underneath” campaign will be supported by national print ads in People, Glamour, Allure, Self, Shape, Men’s Health, GQ, Outside and ESPN. The campaign will be activated online with digital ads and video. There will also be a local market presence through out-of-home, mall advertising, local TV and cinema.
An extensive social media program will also amplify the campaign. #ShowEm will engage influencers and invite people to share authentic images with the world expressing who they really are inside while encouraging others to do the same.
Founded in 1876 Jockey International, Inc. is a privately held company with headquarters in Kenosha, Wisconsin. Today, Jockey apparel products are sold in major department and specialty stores in more than 140 countries around the world. Jockey is committed to quality, comfort, fashion and innovation. As Jockey grows, the simple commitment to serve our consumers’ needs continues to be our company’s hallmark.