Jockey shows more Tebow than fans might expect
TAMPA - As if America hasn't seen enough of Tim Tebow in recent weeks. Now, Jockey underwear is giving the quarterback more exposure than you might expect. The company, which is quite aware of Tebow's ever-rising popularity, just opened a new advertising campaign that features a sinewy Tebow from behind, sitting in the dark wearing nothing but a pair of Jockey shorts. Some might consider the image of Tebow's bare back a bit risqué, considering his well-known Christian reputation. But Jockey is making the most of this season's Tebow-mania, which hit a peak last Sunday after he led his Denver Broncos to a thrilling AFC wild-card overtime victory over the Pittsburgh Steelers."It's very exciting for us. He is the hottest athlete in the country today," Dustin Cohn, chief marketing officer of Jockey, said in the Detroit Free Press. So the company is taking another gamble. An ongoing sweepstakes allows entrants a chance to win one of 40,000 $25 gift cards if the Broncos win the Super Bowl. No purchase is necessary, and a grand prize winner could win $15,000. Entry information is at www.jockey.com/Tebow. Jockey signed Tebow to a multiyear endorsement contract after his graduation from the University of Florida, and since then he's become of "lightning rod" for the company, Cohn said. Tebow's ads are credited with significantly increasing sales of Jockey products, much like Michael Jordan did for competitor Hanes. Cohn cited a recent commercial with a brief glimpse of a shirtless Tebow that increased interest in Jockey among women. "It's funny, you see Tim without his shirt for maybe one second. We got a lot of complimentary emails for that 1 second," Cohn said.
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