Tucked away in Bowling Green, Kentucky is a passionate band of undergarment-obsessed people. For over 160 years, folks have been designing, stitching and fixating at the global HQ of Fruit of the Loom. It’s a world where designers are consumed with making great-fitting underwear, tees, sweats and hoodies, employees are fashion testers, and everyone knows your name (and underwear size). 

So there’s a lot of know-how in those walls. And this year, Fruit of the Loom is giving everyone a peek behind the cotton curtain at the passion that guides the design and construction of every garment.

The first product under the spotlight is Fruit’s no ride-up boxer briefs —their most popular style. It’s been fully reinvented, with a softer waistband, redesigned cut, and longer legs that stay in place, even through some extreme moves. This campaign will launch on TV and online streaming of the biggest games of the NCAA March Madness college basketball tournament and across digital and social media.