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Jockey ‘Show Em What’s Underneath’ campaign sees war orphan turned ballerina Michaela DePrince spread hope and perseverance

The campaign introduces Michaela proudly wearing Jockey in an intimate video and series of portraits illustrating what’s underneath it all, both literally and figuratively. Michaela explains she grew up in Sierra Leone, her father was killed by rebels, and her mother starved to death when she was three years old. Her suffering is documented as she dances in the background in a pair of jockeys and an athletic bra top.

At age four, Michaela was adopted by an American family and became one of 11 children. She trained as a ballet dancer and earned a scholarship to the prestigious Jacqueline Kennedy Onassis School at the American Ballet Theatre. She’s currently a soloist with the Dutch National Ballet.

The campaign has shared 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, and Michael Cottone, an adoptive father who exemplifies the gift of family.

“I was drawn to Jockey and its #ShowEm campaign because it is authentic and inspiring,” said Michaela 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.”

Developed by marketing partner Pure Growth Consulting, the “Show ‘Em What’s Underneath, Show ‘Em Your Jockey” campaign is supported by national print ads in People, Women’s Health, Allure, Elle, Dance Magazine, among others. The campaign includes online video, digital ads and social media as well as a local market presence through out-of-home, mall advertising, targeted video and mobile ads.

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About Author

Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

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