• USA Today, Thursday, January 12, 2012 10:32 AM

Denver Broncos QB Tim Tebow is in new Jockey advertising, somewhat dressed. A new shirtless picture of the star endorser graces Jockey's "Sport" underwear collection on its website. The image shows a ripped Tebow, stripped down to his skivvies.

The headline reads: "Playoffs. It's Tebow Time." The image went live on Jockey's homepage Monday, the day after the deeply religious quarterback who inspired the "Tebowing" craze led his Denver Broncos to an upset playoff win against the Pittsburgh Steelers.

Dustin Cohn, CMO of Jockey, says the "Tebow Effect" is driving up sales of Jockey's men's and women's underwear products. He calls Tebow a "lightning rod" for the brand. There's "no question" Tebow is attracting female consumers to the more male-oriented Jockey brand, Cohn adds. A few months ago, Jockey aired a TV commercial in which Tebow is seen shirtless. It was only a brief moment, but that's what everyone ended up talking about, Cohn recalled.

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