The New York City icon is known for wearing only underwear, cowboy boots and a cowboy hat while playing his guitar for tourists.
As part of the campaign, Robert Burck will be featured on a billboard on the Nasdaq Tower in Times Square reading, "Even the Naked Cowboy has changed his underwear."
The new boxer briefs feature a “no-ride-up leg,” making Burck a natural fit for the marketing campaign.
“At Fruit of the Loom, we pride ourselves on creating products that solve consumer needs. Men expressed their need for a boxer brief with legs that didn’t ride up, so we made it our mission to create a product that solved for that need,” said Fruit of the Loom senior vice president Scott Greene.
The briefs will be sold at Walmart, Kmart and Target stores for $13.99 for a five-pack.