For the first time since 1950, Jockey is partnering with a movie studio to sell undergarments. The company has signed a deal with Paramount Pictures to create a line of underwear inspired by Anchorman 2 starring Will Ferrell as Ron Burgundy.
Jockey International Inc. released a line of underwear, heavily infuenced by the retro clothing the cast wears in the film and its predecessor. In 1950, they released a line of underwear inspired by the Bob Hope film Fancy Pants.
According to LA Times, the campaign promises to deliver "ample support for your little anchorman." They're selling "Sex Panther Red" and "Beard of Zeus Blue" underpants, each $18, in their stores and online. The names come from the 2004 film Anchorman: The Legend of Ron Burgundy.
The Jockey partnership is the latest in the Anchorman franchise's endorsement deals. They also teamed with Ben & Jerry's to create a new flavor based on Burgundy called Scotchy, Scotch, Scotch.
Ferrell's Burgundy is also the spokesperson for Dodge Durango, and can be seen in their commercials in character.
image: Paramount