In Times Square, famed New York City icon The Naked Cowboy announced that he’s “changing his underwear” and is now rocking Fruit of the Loom’s Reinvented Boxer Brief. Wearing his new-and-improved uniform, he’ll be delighting fans all afternoon with custom songs about the new product, and fans will be taking pictures with him to end up being shown on the NASDAQ billboard and shared socially via the hashtags #StartHappy and #ChangeYourUnderwear.Fruit of the Loom & The Naked Cowboy Launch #ChangeYourUnderwear Campaign
Fruit of the Loom will also advertise the boxers on the NASDAQ tower from above during the event. Street teams (positivity brigades) are giving out underwear samples and coupons to the crowds.
With the reinvention of its boxer brief, Fruit of the Loom is asking America “We’ve changed our underwear. Shouldn’t You?” Now available online and in-stores nationwide for the same great value (under $14 for a multi pack), the new reinvented boxer brief is made of softer fabric with a new hem that stays smooth under your clothes. The redesigned longer legs are contoured and don’t “ride up”. It also has a narrower fly and reinforced seams for more support.Fruit of the Loom & The Naked Cowboy Launch #ChangeYourUnderwear Campaign
- Narrower fly and reinforced seams for more support
- Longer, contoured no-rise leg
- New hem that stays smooth under clothes
- Softer fabric