Fruit of the Loom puts Naked Cowboy in new undies

Posted at 1:35 PM, May 02, 2014
and last updated 2014-05-02 13:35:37-04
Study Show Times Square Area Vital To New York City Economy

The ‘Naked Cowboy’ plays his guitar in Times Square on March 23, 2012 in New York City. A recent study found that the Times Square district contributes up to 10% of all jobs in the city and is responsible for approximately 11% of economic activity. (Photo by Andrew Burton/Getty Images)

NEW YORK (AP) — It’s a natural fit. Fruit of the Loom is launching its new boxer briefs for men with the help of Times Square favorite the Naked Cowboy.

The New York City fixture — real name Robert Burck — reached fame by strumming his guitar clad in only his underwear, cowboy boots and a cowboy hat. He will help launch the new line with promotions beginning Tuesday.

While he usually wears traditional white briefs, the marketing campaign will see him switch to Fruit of the Loom’s new underwear, which have tapered legs to prevent them from riding up. Also on Tuesday, samples and coupons will be given out in Times Square from 8 a.m. to 2 p.m.

The company wouldn’t disclose what it is spending on the campaign.