Jockey: advert-body-1 by Pure Growth Consulting

Underwear company Jockey International, Inc., has added to its inspirational 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 Adeleke, 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. It has featured the stories of Chris Van Etten, a US 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.

Adeleke was born into a life of privilege in West Africa until his father’s death at the age of five. 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.

Conceived by marketing partner Pure Growth Consulting, the campaign will be supported by national print ads. The campaign will be activated online with video, digital ads and a local market presence through out-of-home and mall advertising.