Jockey celebrates the confident individual for its new underwear campaign, Show ‘Em What’s Underneath. US Marine veteran Chris Van Etten and adoptive father Michael Cottone appear in the advertisement, sharing their stories. Jockey senior manager of corporate communications and brand partnerships Matthew Waller shares, “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.”
Weller continues, “The Show ’Em What’s Underneath campaign encourages everyone to be comfortable with themselves–imperfections and all.” Talking about his inclusion in the campaign, Van Etten says, “I’m truly honored and humbled to be chosen by Jockey and featured in the Show ’Em What’s Underneath campaign.”
The US Marine veteran explains, “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.”
