Jockey is a classic American brand that stands for honesty and authenticity. So when we were tasked with increasing brand relevancy and bringing new, younger consumers to Jockey, we decided to eschew the superficial and sexually-charged tactics used by many of our competitors-- instead, we tapped into the brand's traditional, wholesome roots.
The Jockey "Show 'Em What's Underneath" campaign celebrates real, everyday American heroes who have chosen to serve something greater than themselves. From courage, to family, to hope and resilience, our #ShowEm heroes all embody an inspirational value that also reflects the ethos of the Jockey brand. The campaign promotes comfort and confidence, both inside and out, and encourages others to live with purpose and authenticity.
This message resonated with consumers. The campaign has received 1.8 billion media impressions to date, engaging younger consumers and bringing new shoppers to Jockey. Brand perception and key performance metrics, such as consideration and purchase intent, have all seen significant increases. Now in its third year, the campaign will soon debut three new heroes for 2018.
Orphaned in war-torn Sierra Leone and ostracized because of her vitiligo, Michaela DePrince overcame tragedy, discrimination, and near-death in order to realize her lifelong dream of becoming a professional ballerina. Today, Michaela wishes to inspire others to never give up hope.
National print for #ShowEm hero, Michaela DePrince.
Catalogue print for #ShowEm hero, Michaela DePrince.
After the loss of his father left his family impoverished, Remi Adeleke turned to the streets of the Bronx to fill the void in his heart-- until one day, an unexpected wake up call led to him to the elite ranks of the military. Today, this U.S. Navy Veteran shares his story to show others that with resilience, anything is possible.
National print for #ShowEm hero, Remi Adeleke.