In honor of the 2012 Summer Olympic Games, we’re taking it way back and serving up an Olympic package from the 80′s.
In 1982, a picture of a man in white briefs went up on a billboard in Times Square in New York, New York. The model was an Olympic pole vaulter from Brazil. His name? Tom Hintnaus. The billboard of the muscled Hintnaus, which drew attention straight to his package, caused quite the stir, and was later named one of “10 Pictures That Changed America” by American Photographer magazine. It was a move that no doubt substantially increased Calvin Klein Underwear’s popularity, and simultaneously paved the way for male-centric mainstream advertising, aka: advertising that sexually objectified men.
Hintnaus later told The Los Angeles Times, “I worked so hard to be the best pole vaulter in the world and I ended up being more well-known for putting on a pair of briefs.” He went on to model for brands like Banana Republic and Abercrombie as well.
We have Bruce Weber to thank for this iconic shot, which was taken on the Greek Island of Santorini. Do you remember this photo?!
For more information about this brand: Calvin Klein Underwear
