Fruit of the Loom's campaign for its new boxer briefs will feature a New York City icon: Times Square's Naked Cowboy.
Robert Burck is a New York City street performer who plays guitar in Times Square wearing only tighty whities, cowboy boots and a cowboy hat.
Burck will switch into the Fruit of the Loom boxer briefs as part of the marketing campaign starting Tuesday.
"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.
A 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.
The briefs will be sold in several colors in Walmart, Kmart and Target stores for $13.99 for a five-pack beginning this month.
The Associated Press contributed to this story.