Times Square's Naked Cowboy gets underwear deal

The Naked Cowboy in Times Square, New York.
Shane Gritzinger | FilmMagic | Getty Images
The Naked Cowboy in Times Square, New York.

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.

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"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."

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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.

By Jolie Lee of USA Today