Every journey has a beginning, and for me, it started with a Hall of Fame baseball player in tiny briefs. In this special podcast episode, I open up about one of the most influential figures in my underwear journey — Jim Palmer. Yes, thatJim Palmer from the Baltimore Orioles, but more importantly (to me at least), Jim Palmer of the iconic Jockey ads.
The Moment That Sparked It All
I remember being around 13 years old when I first saw Jim Palmer in a People Magazine ad. There he was — not a bodybuilder, not overly styled, just a regular guy in tiny white briefs. And yet, it was powerful. Here was a professional athlete, someone society revered, wearing something so bold, so confidently. That image stuck with me for life.
His Jockey ads weren’t just about selling underwear. They were about representation. About visibility. About possibility.
The Power of Advertising
The Jockey campaign that featured Palmer (and other athletes) was revolutionary in 1977. With the tagline “Take away the uniforms, and who are they?”, it stripped sports stars down to their underwear — literally and metaphorically. It showed different athletes in different styles and colors of underwear, and it was the first time I saw a jock being sexy in a way that didn’t feel unattainable.
Palmer soon became the face of Jockey, and his ads were everywhere — from in-store posters to magazine centerfolds. While today’s underwear spokespeople lean toward boxer briefs or compression gear, Palmer rocked bikinis unapologetically. He wore the Allant, the Poco, and even nylon bikini versions of the Allant — which I’m still on the hunt to find again.
Collecting the Past
That initial spark turned into a collection. I now own many of those old Jim Palmer ads, and they’re more than nostalgia — they’re part of an evolving archive. I keep them safely tucked away, but I’m always on the lookout for more. If you’ve ever stumbled across vintage underwear ads, you know how rare and thrilling they can be.
I recently scored one of my holy grail ads: the very first “Take Away the Uniform” campaign. Yes, I was giddy.
Why This Matters
This isn’t just about briefs. It’s about expression. For many gay men, especially in the pre-internet days, underwear ads were sometimes the only affirming content we had. They were sexy, empowering, and — maybe most importantly — visible. These images let me feel seen and gave me permission to explore my own identity.
What’s Next
This is just the beginning. I have plans to walk through my collection, share stories from vintage ads, and explore how men’s underwear advertising has changed (and in some cases, lost its magic). I’ll even dive into the Workout book by photographer Ken Haak — another life-changing discovery packed with Speedos, spandex, and inspiration.
Want to hear this full story in my own voice and passion? Join the UNB Patreon to access this episode and more exclusive content. From personal stories to behind-the-scenes UNB moments, there’s a lot coming your way.
Let me know if there’s anything you’d love for me to cover — vintage ads, favorite brands, or the gear that made you feel seen for the first time. I’d love to hear your stories too.
