NEW YORK - 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.