Fruit of the Loom's campaign for its new boxer briefs will feature a New York City icon: Times Square's Naked Cowboy.
For the past 16 years, Robert Burck has played guitar in Times Square wearing only tighty whities, cowboy boots and a cowboy hat.
Today Burck switched into the Fruit of the Loom boxer briefs as part of the brand's marketing campaign for its new underwear line.
Burck told USA TODAY Network that he has always worn the Fruit of the Loom brand since he started performing.
He said he typically wears a boy's size medium in briefs.
The new boxer briefs feel "baggy," he said, but added that the updated look might be a hit with the crowd.
A billboard on the Nasdaq Tower in Times Square will read, "Even the Naked Cowboy has changed his underwear."
"His primary wardrobe is so important to his daily job, we thought why not showcase him in our new boxer briefs," said Melissa Burgess-Taylor, spokeswoman for Fruit of the Loom, in an interview with the Associated Press.
The company wouldn't disclose what it is spending on the campaign.
The briefs will be sold in several colors in Walmart, Kmart and Target stores for $13.99 for a five-pack beginning this month.
Contributing: The Associated Press
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