JOCKEY CONTINUES CELEBRATED CAMPAIGN; NEW CHAPTER FEATURES FORMER NAVY SEAL AND ACTOR REMI ADELEKE
Story of resilience spotlighted in Show ’Em What’s Underneath, Show ’Em Your Jockey campaign
SHOW ’EM WHAT’S UNDERNEATH
Kenosha, Wis. [June 15, 2017] – 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 to be featured is former Navy SEAL and actor, Remi Adeleke, who shows people that with resilience, you can accomplish anything.
The #ShowEm campaign introduces Remi proudly wearing Jockey in a personal, intimate video and series of portraits illustrating what’s underneath, both literally and figuratively. #ShowEm honors everyday heroes who embody the spirit and values of Jockey and the characteristics that make them unique, including resilience, perseverance, courage, family and hope.
“We were so moved by Remi’s transformative story – from adversity to a life dedicated to inspiring others – that we knew he was an ideal fit for our #ShowEm campaign,” said Matthew Waller, senior manager of corporate communications and brand partnerships, Jockey. “We hope that Remi’s story of resilience will empower others to not be afraid to pursue their dreams.”
Remi was born into a life of privilege in West Africa until his father’s death at the age of 5. The Nigerian government seized his family’s assets driving Remi and his mother to relocate to the Bronx in New York City. The void left by his father’s death led Remi to fall in with the wrong crowd and after years of no direction, Remi joined the Navy and became a SEAL, making it through a program that only about 15-20% of trainees complete. During his 13 years on active duty, Remi found his faith and eventually became a youth pastor and motivational speaker. Most recently, he has taken on a new role of aspiring actor with a breakout part in this summer’s blockbuster Transformers: The Last Knight coming out June 21.
.@Jockey continues celebrated #ShowEm campaign; new chapter features former Navy SEAL and actor @RemiAdeleke ￼
“I’m proud to be a part of the Jockey #ShowEm campaign because I wanted to contribute to something bigger than myself,” said Remi Adeleke. “I love how Jockey uses the power of story to inspire people. The campaign gives me an opportunity to help people find their purpose through my story. No matter what the situation, everyone is capable of being someone.”
To date, the Jockey brand campaign has shared the powerful 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; Michael Cottone, an adoptive father who exemplifies the gift of family, and Michaela DePrince, a war orphan turned ballerina who demonstrates that with hope, anything is possible.
Conceived 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 Men’s Health, Outside, People and Men’s Fitness, among others. The campaign will be activated online with video, digital ads and a local market presence through out-of-home and mall advertising.
An extensive social media program will 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
Founded in 1876 Jockey International, Inc. is a privately held company with headquarters in Kenosha, Wis. Today, Jockey apparel products are sold in major department and specialty stores in more than 145 countries around the world. Jockey is committed to quality, comfort, fashion and innovation. As Jockey grows, the simple commitment to serve our consumers’ needs continues to be our company’s hallmark. Need more Jockey in your life? Shop us at Jockey.com, call or text us at 1-800-JOCKEY-1 and follow us on Facebook, Twitter, Pinterest, Instagram and YouTube.
Jackie Crystal / Lauren Weissman
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