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Mar302011

In First TV Spot For Jockey, Tim Tebow Touts Tees So Cool They'd Appeal To James Dean

By Barry Janoff, Executive Editor

March 30, 2011: Tim Tebow may not be the Peyton Manning of NFL quarterbacks, but he is the Michael Jordan and James Dean of underwear commercials.

Jockey International has unveiled its first TV spot featuring Tebow, who signed with the brand last year when he was entering his rookie season as a quarterback with the Denver Broncos.

Tebow will be vying for air time with Jordan, who is the lead spokesman for rival Hanes, as the face of Staycool, Jockey’s new collection of "innovative underwear, designed to help regulate skin temperature and keep you cool and comfortable." according to the brand.

Jockey said it is the first U.S. company to offer underwear treated with Outlast, a moisture-wicking process, which was developed for NASA more than 20 years ago to provide temperature regulation. Hanes and Under Armour are among the other companies that also produce goods with moisture-wicking fabric, but they do not use the Outlast process.

The spot is scheduled to break on April 4, and will run through August on national cable including, ESPN, E!, CNN, Spike and Discovery. (See Tim Tebow's Jockey commercial here.)

Support includes print, online such as Facebook, Twitter and YouTube, POP, event sponsorships and "marketing promotions throughout the year," according to Jockey. Lead agency is Arcade Creative Group, New York.

To coincide with the launch of the product, Jockey is running a "Staycool Challenge" sweepstakes offering a VIP trip for two to meet Tebow. (Full details here.)

“The commercial is part of a larger integrated campaign to support Jockey Staycool and reinforce our commitment to offering cutting-edge products to our customers,” Dustin Cohn, CMO for Jockey, said in a statement. “Tim Tebow’s passion for innovation both on and off the field aligns completely with the Jockey Staycool brand.”

“Tim Tebow’s passion for innovation both on and off the field aligns completely with the Jockey Staycool brand.”

Jockey is also responsible for the the man who made it okay for male athletes to endorse men's underwear, pitcher Jim Palmer, who was a Jockey spokesman about 30 years ago.

The commercial opens with Tebow, channeling movie icon James Dean, who made T-shirts fashionable in 1955's Rebel Without A Cause. Tebow is walking down a what looks like a Hollywood back lot version of a city sidewalk on a sweltering day, with everyone around him trying to find relief from the heat.

As a smiling Tebow goes from scene to scene, a voiceover says, "Quarterback Tim Tebow's T-shirt is cooler than yours." Images such as surfers and ocean waves move across his T-shirt "to illustrate how the technologically-advanced Jockey Staycool collection keeps Tim cool on even the hottest days," per Jockey.

"Introducing Jockey Staycool, with proven technology designed to help you stay cool all day," continues the voiceover. To which Tebow adds, "Man, you gotta feel this shirt . . .  From Jockey, the true original."

Jockey said its new product line "blends fashion and innovation [with] Outlast technology that absorbs, stores and releases excess heat to maintain your optimal skin temperature." The products are available for both men and women.

Tebow, who appeared in nine games for the Broncos this past season, also has deals with companies including Nike, EA Sports and FRS energy drinks. He is represented by XV Enterprises, Gainesville, Fla., which is overseen by Tebow and his brother, Robby.

Can Tebow 'Jockey' For Position As An Underwear Spokesman?

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