by Brian Lipton

Jockey Show emNational underwear and apparel brand Jockey International, Inc. has announced a new campaign, Show ‘Em Family, in recognition of National Adoption Awareness Month, An extension of its brand campaign, Show ‘Em What’s Underneath, Show ‘Em Your Jockey, the newest ad is centered on Michael Cottone, an adoptive father, and his son Vincent who represent the gift of family.

In addition, to support adoptive families and the cause, consumers can purchase a Jockey Being Family bear online at For each bear sold during the month of November, 100 percent of the sales will be donated to Jockey Being Family, which was established in 2005 with the mission of strengthening adoptive families and preventing the return of children to the foster care system.

“With this new phase of the Show ‘Em campaign, Jockey is highlighting family, a value that is truly in Jockey’s DNA,” said Matthew Waller, senior manager of corporate communications, Jockey. “During National Adoption Awareness Month, we want to shine a light on the need for post-adoption support. Sadly, one in 10 adoptions fail sending children back to foster care and Jockey Being Family’s belief is that one failed adoption is one too many.”

“Signing Vincent’s adoption papers is the best thing we’ve ever done, but it was really just the beginning,” said Cottone. “I’m honored Jockey has given me the opportunity with the Show ‘Em campaign to share my experience and help raise awareness for the needs of adoptive families. My greatest purpose in life is being a father to Vincent and Jockey Being Family is an amazing organization that helps adoptive families like mine stay together forever.”

To learn more about the #ShowEm campaign and Jockey, follow @Jockey on social media and participate in the conversation with #ShowEm.