250. Where Is He Now? JAIME GARCHITORENA, Commercial Model, Singer, Actor

From the late 70s to the 80s, the physical fitness craze hit the Philippines, fanned by aerobics phenomenon, plus the renewed interest in jogging,  running and working out. Athletic shoes suddenly became status symbols—they were not just functional, but also fashionable and cool to wear. Those decades saw the unprecedented rise of scores of multinational brands in Philippine sports and department stores—Grosby, World Balance, Nike, Converse, Asics, Adidas, PUMA.

The brands Adidas and PUMA are intertwined as the latter was founded in 1948 by German Rudolf Dassler, who, with his brother, Adolf, had jointly formed the Gebrüder Dassler Schuhfabrik ( Dassler Bros Shoe Factory) in 1924. But their business relationship was contentious, so the two brothers split , leaving Adi Dassler to form Adidas while Rudy established PUMA.

It was in 1980s decade that PUMA athletic shoes were marketed and promoted in the Philippins as thousands of  fitness buffs took to the roads to run. In 1984, PUMA launched its PUMA Running Shoes, which had technologically advance features based on their barrier-breaking footwear research. The design incorporated shock-absorbing cushion on the shoe edge, and took into consideration foot and heel pressure that led to the integration of soft, micro-cellular rubber  into the forefoot wedge.

The PUMA Running Shoes print ad featured a relatively unknown mestizo model, JAIME GARCHITORENA. It was not the last piece of advertising he would do, and in 1981, he also was the signature model for ADDIn Men's running shoes, distributed by Shoe Expo. 

Jaime is the son of Sandigan presiding judge Francis Garchitorena and Vicky Garchitorena of Ayala Corp. His siblings include sisters Teray,  Isabel, and brothers Rafael and Carlos. He spent his high school years at Xavier School, his college eyears at the Ateneo.  In his teens, Jaime was more into music, singing jingle studies for composers; his excursions into commercial modeling were few and occasional.

In 1990, Jaime finally had a breakout hit as a singer when he sang the jingle for a Close-Up commercial in 1990, entitled “Just a Smile Away”, composed by APO Danny Javier, who insisted on writing a full song, and not just a 30 sec. jingle. The jingle became his signature song which appeared in his first album of the same title, produced by OctoArts International. There were two other hits from that album”  "Would It Matter" and "You Are".

With his trademark ponytail, good mestizo looks on a lean frame, Viva offered him a recording as well as a movie contract in 1992 , that saw the release of his self-titled Pilipino album.  His movie career was shortlived, however, completing 2 movies for Viva Films: Jesus dela Cruz at ang mga Batang Riles (1992) and Andres Manambit: Angkan ng Matatapang (1992 Metro Manila Film Festival Best Picture). In both movies, he was lumped with actor Joko Diaz, Keempee de Leon and Kier Legaspi.

WATCH JAIME GARCHITORENA AT RYAN MUSIKAHAN 1990

Other than occasional guestings, Jaime’s showbiz career really never took off, opting to finish school instead. His last appearance was in an obscure film called The Dominant Eye (2000), an action-drama that starred Robin da Roza.

SOURCES:

THROWBACK: Jaime Garchitorena - Just A Smile Away (Ryan Ryan Musikahan, 1990), uploaded on youtube by Sunflower Madness Channel 14 Sep. 2019, https://www.youtube.com/watch?v=h-G3_5sMv8Q

Jaime Garchitorena: https://www.imdb.com/name/nm1114025/bio