It was a risky move that would forever change the way athletes market themselves. Fifty years ago, in 1974, Joe Namath, the charismatic quarterback of the New York Jets, slipped into a pair of Hanes Beautymist pantyhose for a groundbreaking television commercial. Little did he know, this seemingly simple act would not only make headlines but also pave the way for future sports stars to think bigger when it came to endorsement deals.
The Making of an Iconic Ad
The idea for the pantyhose commercial was the brainchild of Peggy King, a copywriter at the Long Haymes Carr advertising agency. While some may have balked at the thought of a rugged football player donning women’s hosiery, Namath embraced the concept with his signature charm and humor. He even agreed to shave his legs for the shoot, a detail that would later become a talking point among fans and critics alike.
When the commercial aired, it immediately caught the public’s attention. The sight of “Broadway Joe” reclining in silky pantyhose, flashing his famous smile, was both unexpected and unforgettable. The ad’s cheeky tagline, “Now, I don’t wear pantyhose, but if Beautymist can make my legs look good, imagine what they’ll do for yours,” cemented its place in advertising history.
Breaking Barriers and Inspiring Others
Namath’s pantyhose commercial did more than just sell hosiery; it challenged traditional notions of masculinity and opened doors for athletes to explore new avenues of self-promotion. According to a close source, the ad caught the attention of a young Arnold Schwarzenegger, who was then a struggling bodybuilder. Schwarzenegger saw Namath’s success as a sign that he, too, could leverage his unique personality and physique to build a personal brand.
I’m watching TV and I’m seeing him advertising and endorsing pantyhose…This f—ing guy is the No. 1 football player that everyone watches in America, because everyone watches football and baseball, and I’m in a sport that no one watches.
— Arnold Schwarzenegger, recalling his reaction to Namath’s commercial
Schwarzenegger would go on to become not only a Hollywood icon but also a master of self-promotion, thanks in part to the trail blazed by Namath. Today, athlete endorsements are a multi-billion dollar industry, with stars like LeBron James, Serena Williams, and Cristiano Ronaldo commanding huge deals across various sectors.
The Namath Effect: Endorsements in the Modern Era
Current New York Jets quarterback Aaron Rodgers recognizes the impact of Namath’s pioneering spirit on his own career. “He was such a transcendent player,” Rodgers said of Namath. “He was one of the first to be used in a lot of ad campaigns, so I thank Joe because he paved the way for me doing very similar things—obviously, my State Farm commercials.”
Namath’s influence extends beyond individual athletes. His willingness to take risks and embrace his unique personality set a precedent for how sports stars could leverage their fame to build powerful personal brands. Today, athlete endorsements are a crucial part of the sports business landscape, with stars often earning more from their off-field ventures than their playing contracts.
A Lasting Legacy
Fifty years after its debut, Joe Namath’s pantyhose commercial remains a topic of discussion and a touchstone for the evolution of athlete endorsements. Its impact on popular culture and the sports marketing industry cannot be overstated.
It turned out to be newsworthy, and it just added more to the folklore of Joe Namath.
— Jimmy Walsh, Namath’s attorney and close friend
Looking back, Namath himself is proud of the ad and its place in his storied career. “It was a job, it was work, and it was a fun commercial to do,” he reflected. The fact that we’re still talking about it half a century later is a testament to its enduring significance.
As the world of sports continues to evolve, with new platforms and opportunities for athletes to showcase their personalities and build their brands, it’s clear that Joe Namath’s pantyhose commercial was more than just a clever ad—it was a game-changer that redefined what was possible for athletes off the field.
When the commercial aired, it immediately caught the public’s attention. The sight of “Broadway Joe” reclining in silky pantyhose, flashing his famous smile, was both unexpected and unforgettable. The ad’s cheeky tagline, “Now, I don’t wear pantyhose, but if Beautymist can make my legs look good, imagine what they’ll do for yours,” cemented its place in advertising history.
Breaking Barriers and Inspiring Others
Namath’s pantyhose commercial did more than just sell hosiery; it challenged traditional notions of masculinity and opened doors for athletes to explore new avenues of self-promotion. According to a close source, the ad caught the attention of a young Arnold Schwarzenegger, who was then a struggling bodybuilder. Schwarzenegger saw Namath’s success as a sign that he, too, could leverage his unique personality and physique to build a personal brand.
I’m watching TV and I’m seeing him advertising and endorsing pantyhose…This f—ing guy is the No. 1 football player that everyone watches in America, because everyone watches football and baseball, and I’m in a sport that no one watches.
— Arnold Schwarzenegger, recalling his reaction to Namath’s commercial
Schwarzenegger would go on to become not only a Hollywood icon but also a master of self-promotion, thanks in part to the trail blazed by Namath. Today, athlete endorsements are a multi-billion dollar industry, with stars like LeBron James, Serena Williams, and Cristiano Ronaldo commanding huge deals across various sectors.
The Namath Effect: Endorsements in the Modern Era
Current New York Jets quarterback Aaron Rodgers recognizes the impact of Namath’s pioneering spirit on his own career. “He was such a transcendent player,” Rodgers said of Namath. “He was one of the first to be used in a lot of ad campaigns, so I thank Joe because he paved the way for me doing very similar things—obviously, my State Farm commercials.”
Namath’s influence extends beyond individual athletes. His willingness to take risks and embrace his unique personality set a precedent for how sports stars could leverage their fame to build powerful personal brands. Today, athlete endorsements are a crucial part of the sports business landscape, with stars often earning more from their off-field ventures than their playing contracts.
A Lasting Legacy
Fifty years after its debut, Joe Namath’s pantyhose commercial remains a topic of discussion and a touchstone for the evolution of athlete endorsements. Its impact on popular culture and the sports marketing industry cannot be overstated.
It turned out to be newsworthy, and it just added more to the folklore of Joe Namath.
— Jimmy Walsh, Namath’s attorney and close friend
Looking back, Namath himself is proud of the ad and its place in his storied career. “It was a job, it was work, and it was a fun commercial to do,” he reflected. The fact that we’re still talking about it half a century later is a testament to its enduring significance.
As the world of sports continues to evolve, with new platforms and opportunities for athletes to showcase their personalities and build their brands, it’s clear that Joe Namath’s pantyhose commercial was more than just a clever ad—it was a game-changer that redefined what was possible for athletes off the field.
