Inspirational New Jockey Campaign Shows What It Means to Be a True Hero

Spotlights wounded vet, firefighter and adoptive dad

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Jockey's new campaign is showing what people are made of—literally and figuratively—with emotional videos starring everyday heroes. The campaign, "Show 'Em What's Underneath," includes three real-life inspirational stories, encouraging people to be confident with who they are.

Videos and print ads feature Chris Van Etten, a U.S. Marine veteran who lost both legs when he stepped on an IED while serving in Afghanistan; Lisa Cusimano, who followed in her father's footsteps and became a firefighter; and Michael Cottone, an adoptive father who discusses the importance of family. 

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