In a move that transcended both sports and advertising, none other than Joe Namath, the New York Jets’ legendary quarterback, starred in a pantyhose commercial—a bold, unforgettable moment in advertising history. The ad, created for Hanes Beautymist Pantyhose, aired in 1974 and featured Namath in a pair of silky stockings, paired with his signature charm and a cheeky tagline that has endured for decades.
In the spot, viewers see a slow camera pan up from his pantyhose-clad legs as a voiceover says, “This commercial will prove to the women of America that Beautymist pantyhose can make any legs look like a million dollars.” Then, Namath appears in satin shorts and his jersey, grinning as he delivers his now-famous line:
“Now, I don’t wear pantyhose—but if Beautymist can make my legs look good, imagine what they’ll do for yours.”.
Joe Namath’s purchase of that unconventional endorsement quickly rippled through pop culture—and even inspired future stars. Arnold Schwarzenegger later revealed that seeing Namath in pantyhose on television sparked envy and motivation during his early bodybuilding days, saying:
“Are you f—ing kidding me? This f—ing guy is the No. 1 football player in America… and I’m in a sport that no one watches.”.
The ad’s lighthearted audacity elevated Namath’s cross-industry appeal and demonstrated how celebrities—even male athletes known for rugged toughness—could humanize products with humor and confidence.
Not just any commercial director could bring this ad to life. The creative force behind the campaign was Len Steckler, an acclaimed photographer and filmmaker celebrated for his visually striking ads. Steckler’s lens captured Namath in uncharacteristic but captivating attire, and the commercial became one of his most iconic works—in part due to its sheer unexpectedness.
The concept was born from an audition of boldness—namely, putting one of the most recognizable male athletes of the era into pantyhose. It was a gamble that paid off, with Namath himself later admitting that the idea was so “off-the-wall” it had to work.
The commercial has echoed through time—not just as a humorous footnote, but as an emblem of cultural crossover. It flew in the face of masculine norms: here was a tough guy, celebrated for his toughness and grit, embracing femininely coded attire—all with a wink and a smile. Fans, critics, and peers all took notice.
Even Aaron Rodgers, another Jets legend, credits Namath’s boundary-breaking endorsements with paving the way for athletes to embrace off-field opportunities confidently, including commercials and brand deals.
The formal process was just as intriguing as the on-screen result. The compelling pitch behind the ad was crafted by Peggy King, a copywriter at the advertising agency who envisioned Namath’s charisma as a selling point for pantyhose—a decidedly unconventional pairing. Namath’s attorney and close advisor, Jimmy Walsh, initially feared backlash due to the bold nature of the concept—but Namath barely hesitated. His reaction: laughter. He understood the risk, but also the potential—and those silky shots solidified a career milestone.
Namath later recalled preparing for the shoot involved shaving his legs—a part of his routine as an athlete but a detail he found amusing to think about placing on national television.
Nearly fifty years later, the Beautymist pantyhose commercial remains a fascinating pop-culture artifact. It’s frequently referenced in documentaries, retrospectives, and advertisements about Namath’s flamboyant persona—alongside his fur coats, long hair, and Super Bowl victories.
The commercial even played a role in real life! In 1977, Jets players reportedly wore pantyhose underneath their game-day uniforms to endure cold weather in Shea Stadium—a case where advertising intersected with practical play.
What makes this ad endure isn’t just its humor—it’s the way it engaged with cultural norms. It blurred the lines between sports heroism and fashion, between male authority and playful self-awareness. This dared listeners and viewers to reconsider stereotypes—and it did so through levity and style.
Namath’s willingness to step outside of the expected carved space for celebrities and athletes to play—and to own it.
At its core, the Beautymist pantyhose commercial starring Joe Namath remains a case study in bold marketing, boundary-pushing personality, and the power of charisma. It helped transform Namath from football star to cultural phenomenon, inspiring athletes—and audiences—to embrace off-beat, daring, and confident self-expression.
So, next time someone asks, “What football player did a pantyhose commercial?”—you now know it’s Joe Namath, “Broadway Joe,” whose stockings became legendary.
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