by Brian Lipton

Underwear brand Jockey has announced “Show ‘Em Unconquered”, a Canadian extension to its powerful U.S. brand campaign “Show ‘Em What’s Underneath, Show ‘Em Your Jockey”.

For the ads, which are being unveiled at the Invictus Games, a Paralympic-style sporting event taking place in Toronto, Ontario, Canada from September 23 to 30, Jockey has once more joined forces with everyday hero Chris Van Etten, a U.S. Marine veteran who shows perseverance always wins. Van Etten has appeared in the “Show ‘Em What’s Underneath Campaign.”

As a brand ambassador, Van Etten will be on-site at various locations around the grounds of the Invictus Games interviewing competitors. The interviews will uncover and share the untold stories of the brave veterans whose awe-inspiring spirit of perseverance has given them the strength to compete and overcome physical and emotional challenges. The content from these interviews will be available on Jockey’s social media channels.

“We’re honored to support a sporting event that recognizes pro athletes and everyday heroes who embody strength, courage and hope,” said Matthew Waller, Jockey’s senior manager of corporate communications and brand partnerships. “The spirit of the Invictus Games aligns perfectly with Jockey’s values as we celebrate the incredible journeys and unique stories of those participating in the Invictus Games, amplifying the message that life’s obstacles can be overcome.”