Let's be real. If you’ve spent any time on country music Instagram or TikTok lately, you’ve probably seen the photos. You know the ones. Riley Green—the guy who usually spends his time singing about grandpas, hunting ducks, and Alabama football—suddenly appearing in his skivvies. It felt like a glitch in the matrix for some fans, while others were, well, significantly more enthusiastic about the pivot.
The riley green underwear ad wasn't just a one-off post or a leaked photo. It was a massive, multi-year partnership with Gildan that basically broke the country music internet. It's kinda funny how a guy who built a brand on being the ultimate "blue-collar" outdoorsman ended up as the face of a national underwear campaign.
But there’s more to the story than just some spicy photos.
The Partnership Nobody Saw Coming (Except Maybe Gildan)
In August 2023, right around National Underwear Day, Gildan dropped the bombshell. They announced Riley Green as their newest brand ambassador. For a brand like Gildan, which usually plays it safe with "affordable basics," this was a huge swing. They weren't just selling t-shirts anymore; they were selling the "Riley Green lifestyle."
Riley wasn't exactly a natural-born model. Honestly, he’s been pretty vocal about how weird the whole experience was for him. He told Bobby Bones on The Bobby Bones Show that he found the photo shoot "very" uncomfortable. Think about it: you’re 34, you’re a former college quarterback, you’re used to being in camo or denim, and suddenly you’re in a studio being told to pose in your boxers.
"I wasn’t really in my underwear the whole day," Riley joked in one interview, explaining that they had him modeling t-shirts and socks, too. But let’s be honest—nobody was googling the socks.
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Why This Collab Actually Worked
The reason this didn't feel like a total "sell-out" move is because Riley has always been obsessed with fitness and farm work. If you follow him, you see him at his home gym or working on his family farm in Alabama. Gildan leaned into that. They didn't try to make him look like a high-fashion runway model. They made him look like a guy who just happens to look good while doing chores or hitting a workout.
The 2024 update to the campaign even brought in his dog, Carl. Because nothing says "relatable country star" like a man, his dog, and a pair of comfortable boxer briefs.
The "Training" Video That Went Viral
One of the best parts of the riley green underwear ad campaign wasn't even a photo. It was a comedic commercial Gildan released. In the clip, Riley's "manager" calls him to say he got the sponsorship deal. Riley immediately hangs up and goes into a "Rocky" style training montage.
We’re talking:
- Heavy lifting in the gym.
- Intense cardio.
- A month of serious prep.
The punchline? He shows up to the shoot and the photographer tells him he’s just going to be standing in the background holding a guitar while the "real" models (who aren't exactly in peak physical shape) take the spotlight. It was self-deprecating and funny. It made the whole "underwear model" thing feel less vain and more like a guy just having a laugh with a brand he likes.
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Impact on His Music Career
It’s a weird trade-off. Since the riley green underwear ad went live, the singer admits his life has changed. Not in a "I can't go to the grocery store" way, but in a "every interview is now about my underwear" way.
He recently told Taste of Country that his music—the songs like "Worst Way" or his collab with Ella Langley on "You Look Like You Love Me"—sometimes takes a backseat to the modeling questions. He’s taking it in stride, though. He famously joked, "Times are tough, we are taking endorsement deals where we can get 'em."
Breaking Down the "Look"
If you're wondering why this specific ad campaign stayed in the news cycle for so long, it's the contrast.
- The 2023 Debut: This was the "spicier" year. Posing shirtless, pulling up the jeans to show the Gildan waistband. It was very "90s Calvin Klein" but with a Southern twist.
- The 2024 Refresh: A bit more modest. More focus on the plain grey tees and white undershirts. And of course, Carl the dog making a cameo.
- The Authenticity Factor: Riley didn't get "oiled up" or use crazy filters. It looked like high-resolution shots of a guy who works out.
Fans in the comments were pretty much divided into two camps: those who were "audibly drooling" (as one outlet put it) and the "Alabama just makes 'em different" crowd.
What Most People Get Wrong
A lot of people think Riley did this for a quick paycheck and moved on. Actually, he’s been seen wearing the gear on tour and in his workout videos long after the official ads stopped running. He’s also a brand ambassador for Busch Light and CAT Construction, which tells you he’s very specific about the "tough, everyday man" image he maintains.
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Actionable Insights: Why This Matters for Fans and Brands
If you’re a fan or even someone looking at how celebrity branding works in 2026, there are a few takeaways here.
For the fans:
The riley green underwear ad is a lesson in not taking yourself too seriously. Riley leaned into the "uncomfortable" nature of the shoot, which actually made people like him more. If he had acted like a professional supermodel, it probably would have flopped with his core country audience.
For the curious:
If you're looking for the gear he actually wears, he leans toward the Gildan Platinum line—specifically the moisture-wicking boxer briefs. It’s a practical choice for someone who spends half their life on a humid tour bus or a farm in the deep South.
For the critics:
Does it distract from the music? Maybe for a minute. But at the end of the day, Riley Green is still selling out arenas and hitting #1 on the charts. If anything, the "underwear model" tag just gave him a bigger platform to reach people who might not have known his name before.
The next time you see a country star doing something that seems "off-brand," look closer. Usually, like with Riley and Gildan, it’s just a smart business move that plays on the fact that everyone—even a duck-hunting country boy—needs a good pair of socks and underwear.
To see the latest from Riley, you can keep an eye on his Instagram (@rileyduckman) where he usually drops these updates around August for National Underwear Day. Whether Carl will be the lead model next year remains to be seen.