It’s a natural fit!
Underwear giant Fruit of the Loom is launching its new line of tighty-whities for men with the help of Times Square favorite the Naked Cowboy.
The Midtown musician — whose real name is Robert Burck — reached fame by strumming his guitar for tourists clad in only his underwear, cowboy boots and cowboy hat.
The Cincinnati native, 43, usually wears traditional white briefs. But he’s switching to the new boxer briefs to help launch the new line beginning Tuesday.
Fruit of the Loom said the new briefs Burck will model have tapered legs to prevent them from riding up.
Melissa Burgess-Taylor, senior VP for marketing for Fruit of the Loom, said the company is excited to work with a New York City icon.
“His primary wardrobe is so important to his daily job, we thought why not showcase him in our new boxer briefs?” she said.
A billboard on the Nasdaq Tower in Times Square will read, “Even the Naked Cowboy has changed his underwear.”
Samples and coupons will be also be given out in Times Square on Tuesday from 10 a.m. to 4 p.m.
The company would not say how much the Naked Cowboy will rake in.
A separate TV campaign shows undie-clad men and women performing jobs like orchestra conductor and baseball grounds crew.
The promotion should be more amicable than another brush Burck had with corporate America.
He filed a trademark-infringement lawsuit against Mars Inc. in federal court in Manhattan in February 2008 after the candy company created a short video of a blue M&M playing a guitar while dressed in a white cowboy hat, cowboy boots and underpants.
Burck settled the lawsuit that November, though the terms were never disclosed.