The 'Naked Cowboy' is helping Fruit of the Loom launch its new boxer briefs

The Times Square icon will trade in his tighty-whities for boxer briefs as part of the campaign.
By Evan Bleier Follow @itishowitis Contact the Author   |   May 7, 2014 at 12:30 PM
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NEW YORK, May 7 (UPI) -- Times Square's Naked Cowboy is trading in his tighty-whities for boxer briefs as part of a new Fruit of the Loom marketing campaign.

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.

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