Brief Encounter

NFL offensive linemen Landon Dickerson, Ted Karras and Tristan Wirfs strip down to their Tommy John underwear for a high-fashion runway spoof developed by the brand’s in-house team and directed by former professional football player Colton Underwood.

The campaign is built around the insight that the best support is often the part you don’t see. Offensive linemen serve as the foundation of their teams, doing the work that allows others to shine, much like quality underwear provides a comfortable and supportive foundation for everyday life. Putting the players on a fashion runway turns that parallel into an unexpected and humorous spectacle.

The campaign targets consumers who value comfort, quality and products that help them move through their day with ease. While football provides the storytelling vehicle, the message is universal: with the right foundation, people can focus less on distractions and more on what’s in front of them.

The 30-second spot features the players confidently working the runway in their Tommy John underwear, with each adding unexpected flourishes. Wirfs performs an impromptu leg split and yoga pose, while Karras adds bouncing pecs and a wink. The shoot also features a cameo from Marshmallow, the horse from Beyoncé’s 2024 NFL Christmas Day halftime show.