Show ’Em What’s Underneath is the new campaign from 140-year old high-quality underwear and apparel brand Jockey International, Inc. (Jockey).  The campaign 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 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.

Michael Cottone

Lisa Cusimano

Featured in the campaign are stories from Michael Cottone, an adoptive father who exemplifies the gift of family, Lisa Cusimano, a firefighter who defines courage as serving something greater than yourself; and Chris Van Etten, a U.S. Marine veteran who shows perseverance always wins.

“This new campaign celebrates the spirit of individuality – people’s true colors, 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.”

Chris Van Etten

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 honored 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.”

To learn more about the #ShowEm campaign and Jockey, follow @Jockey on social media and participate in the conversation with #ShowEm.