BIKE ATHLETIC CELEBRATES 150th ANNIVERSARY IN TIMES SQUARE WITH DANCERS FROM BROADWAY BARES

On Wednesday, May 1st, Bike Athletic invited some of Broadway’s finest men to Times Square to shimmy and shake, dance and disrobe down to their jockstraps in celebration of the 150th Anniversary of the jockstrap and Jockstrap Appreciation Day. The men were dancers from Broadway Bares, the annual, larger-than-life burlesque production that’s produced by and benefits Broadway Cares/Equity Fights AIDS.

2024 marks the 150th Anniversary of the undergarment that so many of us were introduced to in junior high school. It was invented by C. F. Bennett to protect bicycle jockeys riding on cobblestone streets. Bike Athletic revolutionized men’s underwear by being the first to add structure and protection without limiting comfort or mobility. Since that day, over 350 million jocks have been sold worldwide, and Bike has become a heritage brand, standing with the likes of Brooks Brothers (1818), Levi’s (1853), and LL Bean (1912). The brand quickly sold out of a limited-edition anniversary jock: The replica of the beloved #10 original comes in black with gold leg straps, adorned with the 150th-anniversary logo, and each numbered 1 to 150.

BIKE Athletic is part of the Newtimes Group portfolio, which also includes Robert Talbott, Ashworth-Golf, Coldwater Creek, and Soft Surroundings. The company is also a proud supporter of Broadway Cares, so ten of these jocks have been set aside for Broadway Bares to increase awareness and raise funds. Follow Bike Athletic and Broadway Cares on Instagram for more details.

Broadway Bares will host two performances on Sunday, June 23 at NYC’s Hammerstein Ballroom. The annual fundraiser helps provide meals and medication, healthcare and hope for those living with HIV/AIDS and other life-threatening illnesses. Donate to the dancers and get Broadway Bares tickets now.