The Naked Cowboy, who has been amusing tourists and passersby for more than 10 years in the popular New York City location, has struck a deal with Berkshire Hathaway’s (BRK.A, BRK.B) Fruit of the Loom. Under the agreement, the Naked Cowboy will entertain the crowds while wearing Fruit of the Loom’s new boxer briefs, the Associated Press notes.
Robert Burck has become an iconic part of Times Square. The musician plays a guitar while wearing only a cowboy hat, boots and underwear.
Fruit of the Loom will be handing out samples of its new boxer briefs and coupons as the promotion kicks off on Tuesday. Overhead, a billboard will announce that: “Even the Naked Cowboy has changed his underwear.”