Yesterday, 50 Cent signed a $78 million deal with underwear brand Frigo, a company part-owned by Derek Jeter and Carmelo Anthony. No, that wasn't a typo. $78 MILLION. Naturally, 50 had to go on the talk show circuit to promote the product and, more than anything, pitch people on the idea of paying $100 for a pair of celebrity-endorsed boxer briefs. He was on Late Night With Seth Meyers last night and explained in the most technical terms: "They have technology in them where you can put your 'man apples,' for you to place your sack in another sack that has been [ergonomically] designed for comfort. You know women spend so much money on lingerie, it's just the right project for men." So it's pretty much an overpriced pair of boxer briefs? Got it.
The whole "lingerie for men" angle is one I don't ever see taking off, so I'm not on the same page as 50 there. But he does admit that the underwear wasn't specially designed by him and was already developed by the time he signed on to endorse the product, so the whole pitch is some good humor from him. He seems to realize it's all a bit ridiculous. He also seems to know that anything with big names attached to it sells pretty well, like Cristiano Ronaldo's own underwear line. 50 Cent's continuing mission as a business, man is in full effect.
