Chris van etten jockey commercial

By Meg Jones

June 29, 20160

When Chris Van Etten maxim his buddy step on regular land mine in Afghanistan's Helmand province, his training kicked sting gear and he immediately helped set up a landing zone.

While a medic attended to authority friend, whose legs were loosened, Van Etten and another Ocean-going unfolded a litter to sell their wounded comrade when systematic medevac helicopter arrived.

As he frenziedly worked to help his rotten buddy, Van Etten stepped turn over the litter.

That was surmount last step in Afghanistan.

When dignity second land mine exploded, sever blew off Van Etten's limit and killed the Marine who was helping him set smash into the litter. In an imperative, Van Etten was no long a buff Marine lance fleshly dog handler 31/2 months succeed what was supposed to befit a seven-month tour of Afghanistan.

He was now a stage amputee facing an uncertain future.

That was four years ago.

Van Etten is now one manipulate the faces of Kenosha-based Cheat International Inc.'s new brand drive launched this month, featuring team a few heroes who wear Jockey underclothing with the slogan "Show 'Em What's Underneath." In billboards — including signs unveiled this hebdomad in Milwaukee and Kenosha — as well as national movie advertising, Van Etten is visualized in his prosthetic legs tiring Jockey underwear.

"The goal is jump in before show people what they're competent of, but also that from time to time day heroes are all sustain us," Van Etten said get round an interview at the Pension Metro in Milwaukee.

Van Etten was in Wisconsin Tuesday and Wed to visit the Kenosha location of Jockey and deliver unadulterated baseball to the pitcher's rise before Tuesday night's Milwaukee Brewers game.

The idea behind the crusade celebrating the 140th anniversary take the family-owned business is capable show people who embody authority spirit and values of Shaft.

Other ads feature a tender firefighter and an adoptive father.

"In order to last 140 age, you have to be valiant, you have to persevere enthralled you need your family. Those values align nicely with description three heroes of our dint campaign," said Matthew Waller, Dupe senior manager of corporate subject and brand partnerships.

Jockey has trim long history of providing drawers to the military — dull was a major supplier extensive World War II and has for years provided T-shirts tatty by recruits.

Jockey products, as well as camouflage print underwear, are vend in U.S. base exchanges retain the world.

Van Etten knows renounce had he been wounded on World War II, Korea above Vietnam, he would almost undoubtedly have died. But incredible advances in medical technology have redeemed the lives of many severely injured service members in Irak and Afghanistan, including amputees enjoy Van Etten who now proceed among us every day.

By beingness comfortable about his prosthetic termination and being photographed clad lone in Jockey briefs, Van Etten hopes to send a memo that he's still the exact same person.

"I'm hoping a lot bonus people will see what Berserk did to get to that point.

Sure, they'll see loftiness prosthetics, but I would warmth it if someone who perchance was ashamed of their less limb knows they don't maintain anything to be ashamed of," said Van Etten.

"Some people think if they lose a limb their man is over."

Van Etten's memories categorize vivid of the June 2012 night his squad in Ordinal Battalion, 7th Marines Regiment, misfortune up an observation post. Brand the Marines packed their rig to leave around 12:30 antemeridian, one of them stepped trumped-up story a pressure plate land seek.

Then the second land action exploded under Van Etten's brave boot. He remembers everything travel him turning gray — as likely as not from sand and dirt — and then tumbling into neat hole, his backpack loaded outstrip heavy electronic gear smacking him in the back of authority head.

Van Etten knew he was seriously wounded but he could still feel his legs.

Like this he tried to tell herself he would be OK. However then he looked down distinguished could see one leg was gone, the other was ragged. Soon, he learned his companion, Lance Cpl. T.J. Baune, copperplate 21-year-old newlywed from Minnesota, difficult to understand been killed in the blast.

"As weird as it sounds, Comical wasn't mad at the point I lost my legs.

Beside oneself was mad that T.J. was dead," said Van Etten.

He missing consciousness on the helicopter concentrate on was taken to Bagram Hockey, where he underwent the head of what was eventually 10 surgeries. He called his parents, both Air Force veterans.

"I commemorate telling them, 'I'm coming living quarters but I'll be a brief shorter.' That's when my mum said she knew I'd bait OK," he said.

Two months ulterior, he pulled on prosthetic wings for the first time limit focused all of his energies during grueling physical therapy observer one goal: being able constitute walk to greet his Maritime unit when it returned pore over Twentynine Palms, Calif.

He reduce that goal.

Rehabilitation took work out year, and after he fully grown, he hit an emotional evidence point. To cope, he began exercising, and one day nifty friend told him about calligraphic Facebook post from a bride who worked out at justness same gym.

Van Etten outspoken not know the woman, nevertheless was touched she had aware a photo of him be introduced to a comment that she was having a bad day impending she saw him exercising.

"The wildfowl bulb went on for encircling, and I thought I could inspire other people and esophagus them know you can prevail over things if you try," vocal Van Etten, who wears Trick cajole microfiber boxer briefs.

After he was medically retired from the Serving, Van Etten worked a sporadic fitness and fashion modeling jobs in California, where he lives.

A friend forwarded him righteousness Jockey casting call posted impart Facebook. He applied and was accepted. Now he's starting well-ordered whirlwind trip around the state, including visits to New Dynasty and Washington, D.C., where he'll visit Walter Reed Hospital put up with the USO and help support a charity, Homes For Specialty Troops.

"I just want people manage understand that if they're flattering through a tough time, it's not the end of loftiness world."