Kmart Corp.: Kmart Joe Boxer Launch campaign

Joe Boxer built its reputation in the underwear field by being offbeat. It was the first to offer glow-in-the-dark boxers and was known to stage outrageous stunts, such as sending 100 pairs of underwear to President Bill Clinton in 1993 to mark his first 100 days in office.

Kmart Corp.: Kmart Joe Boxer Launch campaign

Ed Dinger

OVERVIEW

Joe Boxer built its reputation in the underwear field by being offbeat. It was the first to offer glow-in-the-dark boxers and was known to stage outrageous stunts, such as sending 100 pairs...