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Fruit of the Loom puts Naked Cowboy in new undies

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 - who reached fame by strumming his guitar clad in only his underwear, cowboy boots and a cowboy hat, 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.

Melissa Burgess-Taylor, senior vice president for marketing and merchandising for Fruit of the Loom, said the campaign was a chance to work with a New York icon.

"His primary wardrobe is so important to his daily job, we thought why not showcase him in our new boxer briefs," she said.

An accompanying billboard on the Nasdaq Tower in Times Square will read, "Even the Naked Cowboy has changed his underwear."

The company wouldn't disclose what it is spending on the campaign. A separate TV campaign shows men and women performing jobs like orchestra conductor and baseball grounds crew performing in their underwear.

The briefs will be sold in several colors in Wal-Mart, Kmart and Target stores for $13.99 for a five-pack beginning this month.

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Practical Nomad May 03 2014 at 7:22 AM

Hoping he earns enough for his retirement. None of us can win a fight against time, and it's catching up to the Naked Cowboy.

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lori May 02 2014 at 8:22 PM

What a stupid billboard saying - even the naked cowboy changed his underwear. Did a really uncreative person have the power to write that? How stupid.
Its much more provocative to indicate that the naked cowboy loves living in his fruit of the looms. And I'm a finance person. That marketing person should be fired along with her boss. I can think of at least 5 more phrases - that was only the first without trying.

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1 reply
lori lori May 02 2014 at 9:16 PM

I didn't mean to post 3 times - did not see it register. But what do you guys think about a contest for the best advertising saying? You have to admit what they wrote is lame. Can't believe a marketing person could keep her job.

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gracecfl May 02 2014 at 8:25 PM

The Naked Cowboy isn't naked and isn't a cowboy. In fact having met him in NYC once, he was really kind of a wacko. But then again enough publicity will get you anywhere.

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1 reply
ourhighlandhome gracecfl May 02 2014 at 11:27 PM

What? You jealous? Why not be happy for the guy - he ain't takin' your money, I'm supposing. If publicity will get you "anywhere", why haven't you tried it....or maybe you have and it didn't work for you. Have a great day, resentful, negative person that you are.

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lori May 02 2014 at 8:25 PM

How stupid. Even the Naked Cowboy has changed his underwear? This is the best a marketing professional can do? Well fire her and her boss for approving this. A 5 year old could have done better. Fruit of the loom can contact me for a myriad of ideas

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lori May 02 2014 at 8:26 PM

Fire your marketing person and have a contest. Let New Yorkers speak - but not until you fire your totally inept marketing person,

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teeron451 May 02 2014 at 10:03 PM

He has been doing his act for years. No telling how old he is. But he is as much of a fixture to NYC as the Empire State,,Central Park and Macy's.He is a regular feature at Times Square and puts on about as good of a show as any up and down Broadway.

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Craig May 03 2014 at 8:21 AM

Just think if he went to law school he would pass easily because he already has his legal briefs.

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1 reply
Dakota Craig May 03 2014 at 2:36 PM


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Blazefire May 03 2014 at 12:19 AM

so damn stupied.Who in the world wants to look at a damn guy naked playing a frigging ...everwhat.:(

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Baines-Hunter May 03 2014 at 12:33 AM

I am sick of seeing him in Times Square with those dirty drawers!!!! ugh ugh ugh!

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padiwagn May 03 2014 at 7:49 AM

Given a little time and he won't look so good in his underwear. Right now it ain't so bad. Let him enjoy the moment. Victoria Secret does worse things for women and people enjoy it, but let a man run around in tighty whities and its suddenly disgusting. Come on people get a life, if you don't like it, don't look.

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1 reply
klw4919 padiwagn May 03 2014 at 10:12 AM

So your answer to people who complain about things being shoved in their faces is "don't look"? He's perfectly free to run around in his undewear at home, but what makes it ok for him to do it in public?

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