Object of Desire: Jim Palmer's Sexy Underwear Ads

He was handsome, down to earth, hairy and lean.  Jim Palmer was (and remains) one of the best pitchers in major-league baseball history.  And starting in the early 1980s, Jim became very famous as a spokesman and underwear model for Jockey shorts. His toned and naturally hairy physique appeared in the company's national magazine and television ads, as well as on billboards at locations like Times Square.  There was even an underwear poster (please see below).  The marketing message was very direct:  "Jim Palmer, Star for the Baltimore Oriloes, wears Elance briefs." 

And what to do about those men who thought that the skimpy 'bikini' was too-feminine looking (and tight-fitting) for their macho undergear?  Simple--Keep the no-fly bikini style but give it a new name!  Among serveral brands, the men's 'bikini' evolved into being known as 'sports' briefs.  Jockey's Elance briefs were billed as having "European styling for maximum comfort and freedom" while maintaining "minimum coverage".  If the ads did nothing else, they offered up a whole lot of sexual appeal for women and gay men alike.  For lots of young dudes, the male Sears catalog underwear models now had new competition when it came to get busy in the bedroom or bathroom.

In an interview, Jim described: “It was Steve Garvey, Jo Jo White, Marques Johnson of the Bucks. Pete Rose was supposed to be there but he missed his flight. I had the briefest underwear on — the bikini underwear — and they threw me a [baseball] glove so I’d feel comfortable.”  It's reported that he donated all of the proceeds from the sale of his underwear poster to the Cystic Fibrosis Foundation.  Straight Jim Palmer is the only pitcher to win World Series games in three decades, as he earned victories for the Orioles in the 1966, '70, '71 and '83 Fall Classics.  And thanks to his underwear ads, he has also earned a special place in the memories of countless gay men.