Jockey released the first image of the campaign, which features a shirtless Tebow with the slogan, "Playoffs. It's Tebow Time," on its Web site Monday, USA Today reported.
Dustin Cohn, chief marketing officer of Jockey, said the quarterback has been a "lightning rod" for the brand, driving up sales of Jockey's underwear products for men and women.
"It's very exciting for us. He is the hottest athlete in the country today," Cohn said.
Cohn said a recent TV ad featuring a shirtless Tebow appearing for a brief moment left "no question" that the quarterback was driving up interest in the brand among women.
"It's funny, you see Tim without his shirt for maybe 1 second. We got a lot of complimentary e-mails for that 1 second," Cohn said.