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Fruit of the Loom uses Naked Cowboy in Times Square to launch new boxer briefs

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NEW YORK, N.Y. - It's a natural fit. Fruit of the Loom is launching its new boxer briefs for men with the help of Times Square favourite 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 10 a.m. to 4 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 colours in Wal-Mart, Kmart and Target stores for $13.99 for a five-pack beginning this month.

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