Jockey International, Inc. (Jockey), a 140-year-old brand recognized around the world for its premium underwear and apparel, today announced an addition to its inspiring brand campaign “Show ‘Em What’s Underneath, Show ‘Em Your Jockey.” The newest hero, war orphan turned ballerina, Michaela DePrince, demonstrates that with hope, anything is possible.
The #ShowEm campaign introduces Michaela proudly wearing Jockey in a personal, intimate video and series of portraits illustrating what’s underneath it all, both literally and figuratively. #ShowEm honors everyday heroes who embody the spirit and values of Jockey and the characteristics that make them unique, like perseverance, courage, family and hope.
“Michaela’s story from survival to success made her an ideal hero for the #ShowEm campaign,” said Matthew Waller, senior manager of corporate communications and brand partnerships, Jockey. “We’re so proud to be able to amplify Michaela’s story and be a part of her life as she continues to realize her dream and inspire others by conveying the message of ‘hope’.”
To date, the campaign has shared the stories of 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.
“I was drawn to Jockey and its #ShowEm campaign because it is authentic and inspiring,” said Michaela DePrince. “The campaign gives me an opportunity to reach more people with my story and inspire others to feel confident and comfortable with who they are, inside and out, and provide hope.”
Michaela faced many obstacles in her young life, including the loss of her parents, Sierra Leone’s civil war, growing up with Vitiligo and being abandoned at an orphanage. At age 4, Michaela was adopted by an American family and became one of 11 children. Throughout her childhood, Michaela trained as a ballet dancer and earned a scholarship to the prestigious Jacqueline Kennedy Onassis School at the American Ballet Theatre. She’s currently a soloist with the Dutch National Ballet. Michaela chronicles her life in her co-authored autobiography, “Taking Flight: From War Orphan to Star Ballerina.”
Developed by marketing partner Pure Growth Consulting, the “Show ‘Em What’s Underneath, Show ‘Em Your Jockey” campaign will be supported by national print ads in People, Women’s Health, Allure, Elle, Dance Magazine, among others. The campaign will be activated online with video, digital ads and social media. There will also be a local market presence through out-of-home, mall advertising, targeted video and mobile ads.
An extensive social media program will also amplify the campaign. #ShowEmYourHero will engage influencers and invite people to share authentic images with the world expressing who they view as their hero, while encouraging others to do the same.
To learn more about the #ShowEm campaign and Jockey, follow @Jockey on social media and participate in the conversation with #ShowEm.