apparel

Jockey Shows What's Underneath

It’s not who you are on the surface, but who you are — and perhaps what you wear — underneath that matters, according to Jockey. 

A new campaign from the brand, “Show ’Em What’s Underneath,” features three “everyday heroes” — a veteran, a female firefighter and a new adoptive dad — both in their underwear and wearing their street or work clothes. The campaign is meant to show the “values that are underneath the surface” that people possess, says Matthew Waller, senior manager of corporate communications and brand partnerships at Jockey. 

“These everyday heroes were selected because they embody the values of the brand — courage, perseverance and family,” Waller tells Marketing Daily. “Their authentic and compelling stories exemplify what it means to ‘Show ’Em What’s Underneath.’”

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The stories are featured on a dedicated section of Jockey’s website, which features 15-second introductions of the subjects, and buttons to learn more. Veteran Chris Van Etten, for instance, explains in his video how he lost two legs in combat, but managed to persevere through a positive outlook. “Not all of us are blessed with a full life, and as long as I have mine, I’m going to make sure I celebrate it as much as I can,” he says. “You have to keep pushing. You have to keep going against all odds.” Videos for firefighter Lisa Cusimano and new dad Michael Cottone are similarly inspiring. 

“We want consumers to take away that Jockey stands for more than just innovative, high-quality underwear,” Waller says.  “We encourage people to be comfortable and confident with who they are inside and out.”

The campaign will initially focus on Van Etten engaging with media and consumers nationwide in the run-up to the Fourth of July. The campaign, developed by Pure Growth Consulting, will also include print ads in People, Glamour, Allure, Self, Shape, ESPN and others, and will also include out-of-home, mall advertising, local TV and cinema executions.

“An extensive social media program will also amplify the campaign,” Waller says. “The #ShowEm hashtag will engage people to share authentic images with the world expressing who they really are inside, encouraging others to do the same.”

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