Jockey Heroes Show Us What’s Underneath

jockey show em whats underneath
Jockey-2Jockey is famous for making clothing most people never see– your underwear. And they’ve managed to turn that fact into an inspiring campaign for people to Show ‘Em What’s Underneath. The underwear company, celebrating its 140th year of making our nether regions comfortable, has chosen to highlight heroes from real life instead of the photo shopped descendants of Greek gods that we usually see in underwear ads.

The idea is to encourage people to be confident in themselves, inside and out. “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. “The Show ’Em What’s Underneath campaign encourages everyone to be comfortable with themselves – imperfections and all.” It’s a revolutionary suggestion in this world of carefully curated social media profiles.

Three remarkable people have already been chosen to show us what’s underneath: A new father with his adopted son, a female firefighter bravely following in family footsteps, and a Marine veteran whose indomitable spirit shows us what perseverance really is.

In light of the upcoming Fourth of July, Chris Van Etten, a Marine veteran who lost both legs in service to his country, will be the initial focus on the campaign. Jockey released a poignant video of Van Etten standing in nothing but Jockey boxers, his dog tags, and prosthetics; with a bright smile, he does push-ups and speaks of his passion for serving a cause bigger than himself; about how he’s not angry about his loss of limbs. He believes it all happened for a reason and that philosophy propels him through the hardships. The last shot is Van Etten looking sophisticated in jeans and a blazer, his prosthetic legs hidden, his dog tags lying beneath his shirt– no hint of the trials he’s faced. By looking beneath the surface, we’re able to see the whole human and, perhaps, learn something while being a bit kinder to one another.

Chris Van Etten, along with the other Jockey heroes like new dad Michael Cottone, and firefighter Lisa Cusimano, will engage with consumers at events and through the media with pictures and videos. Jockey wearers are also encouraged to participate and learn more with the #ShowEm tag with @Jockey on Twitter.


Why We Can Believe Aston Martin’s Rebirth Is Stage-Ready

With the passing its centenary, Aston Martin’s CEO Dr. Andy Palmer has initiated the second act in his vision of revitalization.
Food & Drink

How to Spit Roast a Whole Lamb

Yes, roast the whole damn lamb. With our guide, you'll be king of the open flame in no time. Not baaad, if you ask us.
Food & Drink

Uber Eats is Betting Free Food and Delivery for NCAA March Madness Rounds

Here are the deals and discounts that the food delivery service is offering during March Madness.
Fashion & Style

The New Sperry BIONIC Collection Is Partly Made from Recycled Plastic Trash

Sperry’s hope with this new collection is to motivate its worldwide following to help reduce the 8 million tons of plastic that enters the world's oceans each year.

13 Best NERF Blasters for Adults

You may or may not be using NERF to fight imaginary ninjas anymore, but you can still arm yourself with one of the best blasters primed for adulting.

LEGO for Adults: 13 Best LEGO Sets for a Grown-Up Good Time

Maybe we can’t fix the engine of a car or hand-craft a boat from scratch, but we can build these highly rewarding and intricate LEGO sets.

Why We Have the (Objectively Terrible) Daylight Saving Time

Love it or hate it, you can't escape Daylight Saving Time — and it all started because a guy wanted to collect more bugs.

12 Best Running Trails in America, According to People Who Run for a Living

From miles of mystic forest to a gnarly peak-to-peak ridgeline, these are the best routes to run around the United States.

How to Mod a NERF Gun: The Grown Man’s Guide to the Hammershot Modification (With Pictures)

With a screwdriver and spring, a simple NERF gun can become a high-power blaster.

23 Famous Badass Women in History

From an 86-year-old who climbed Mt. Kilimanjaro to a 15-century ninja to Oprah (of course), here are 23 women who inspire us to be more badass.

The Best Documentaries on Netflix Right Now

These docs are entertaining, but also edifying. For your convenience, we’ve broken them up into categories.

Why You Should Definitely Max Out Your 401(k) Contribution Now

If you’re like most millennials, you associate a 401(k) with retirement and don’t put much thought into maintaining it. That's a big mistake. Here's why.

6 Best Productivity Apps for a More Fruitful 2019

Whether you're trying to achieve a better sleep schedule or curb your procrastination, the best productivity apps will help you manage your to-do lists.

Over My Dead Body’s Matthew Shaer on Making a Great True Crime Podcast

Ever wanted to know what it takes to create a successful true crime podcast? Tune in as we interview Over My Dead Body creator and host Matthew Shaer.