PHOTO: New Saxx underwear for men is endorsed by the Chicago Cubs baseball player Jake Arrieta, which reminds me of the endorsement of Jockey underwear by the baseball player Jim Palmer in the 1980's, which continued for several decades. Men's underwear fashion is often set by gay designers who love men, but will use a sports figure to endorse it as a way to give straight men permission to wear underwear they know women will like, but they might worry is too gay to be seen in the locker room. Also, traditionally most of men's underwear was bought by women for their man, and so the marketing also had to appeal to women. Jockey has recently lost market share to Under Armor and others who have created the "boxer-brief" that doesn't look quite as gay as the old Jockey y-front bikini, but an emerging competitor Saxx is coming on strong according the business article by Gordy Megroz, "The Pampered Package. Guys, it's time to put the family jewels in a proper pouch," Businessweek, Sep. 26-Oct. 2, 2016, p. 76, online as "Men's Underwear Gets a Mesh Makeover," posted Sep. 21, 2016 (See previous post Jim Palmer Jockey underwear 1980s ads (7/2/09))
PHOTO: Jim Palmer played for the Baltimore Orioles Major League Baseball team (1965-1984) and posed for the above Jockey underwear ad in Newsweek, Jun. 20, 1983, p. 9. See previous posts Academy Awards host Neil Patrick Harris has underwear 'wardrobe failure' (2/24/15), Jim Palmer Jockey underwear 1980s ads (7/2/09), Jockey underwear 'no homo' Boondocks cartoon homophobia (8/1/10), and Alice's Restaurant, Jockey underwear, military draft 1969 (6/15/10)
