DENVER (My TV20 News at 10) --- You're used to seeing QB Tim Tebow leading the Denver Broncos in come-from behind wins.
Now, it's a different kind of behind, with Tebow taking on the role of model for Jockey underwear.
A shirtless Tebow poses for the Jockey "Sport" underwear collection on the company's website. The image shows a buff Tebow, photographed partly in shadow, next to a headline reading: "Playoffs. It's Tebow Time."
The image went live on Jockey's website Monday, one day after the deeply religious quarterback who launched the "Tebowing" craze led his Denver Broncos to a playoff win against the Pittsburgh Steelers.
With Tebow-mania reaching a fever pitch across the country, the image of a shirtless Tebow is the first thing consumers see if they click on the Jockey.com website.
The charismatic quarterback appeals to men and women, says Dustin Cohn, chief marketing officer of Jockey. The so-called "Tebow Effect" is driving up sales of Jockey's men's and women's underwear products. He's been a "lightning rod" for the brand.
"Its very exciting for us. He is the hottest athlete in the country today. He's trending among elite celebrity status," Cohn says.
There's "no question" Tebow is attracting female consumers to the more male-oriented Jockey brand, Cohn adds.