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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
Out of towners touring New York's Times Square district stop to listen to and tip performance artist "The Naked Cowboy." (File/UPI/Ezio Petersen)
Out of towners touring New York's Times Square district stop to listen to and tip performance artist "The Naked Cowboy." (File/UPI/Ezio Petersen) | License Photo

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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.

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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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