Jockey is continuing its “Show ’Em What’s Underneath, Show ’Em Your Jockey” campaign, which showcases brave subjects who have faced adversity — they previously highlighted Chris Van Etten, a U.S. Marine veteran, and Lisa Cusimano, a firefighter.
This time around they are highlighting Michaela DePrince, a ballet dancer who lost her parents in Sierra Leone’s civil war before being adopted by an American family when she was four. DePrince, who also has Vitiligo, trained as a ballet dancer and is currently a soloist with the Dutch National Ballet.
“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 at 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’.”
In the campaign, DePrince, who also danced in Beyoncé’s visual album “Lemonade,” details her arduous journey.
“I was drawn to Jockey and its #ShowEm campaign because it is authentic and inspiring,” said 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.”
The campaign will appear in magazines including People, Women’s Health, Allure, Elle and Dance Magazine, on social media platforms and outdoor advertising. The hashtag #ShowEmYourHero will engage with the online community and invite them to share pictures of their own personal heroes.