Kevin Hart Invests in His Favorite Men’s Underwear Brand Tommy John

*Kevin Hart has doubled down on his favorite briefs.

The 37-year-old comedian, who has taken to social media in his Tommy John drawers on multiple occasions, last week announced he has invested in the men’s underwear brand, with plans to launch a “Kevin Hart by Tommy John” line next year.

“He’s providing the most authentic endorsements you can get in the social-media age,” said company founder and CEO Tom Patterson, who officially announced the partnership on Thursday.

After appearing in the product multiple times on Instagram, Hart first approached Patterson in January looking to invest in the company and discuss the possibility of collaborating on an edited collection.

“I was leery of working with a celebrity,” said Patterson, 37. “But after a few meetings, I thought I’d be crazy not to work with Kevin.”

When we discovered a video of @kevinhart4real wearing our underwear three years ago, we knew Tommy John had earned some valuable street cred, but didn’t anticipate we’d later be sitting in a conference room talking business. Today, we’re proud to announce Kevin Hart as an investor in our company and a co-champion in our mission to end male discomfort. We admire Kevin’s hustle and his uncanny ability to find humor in human struggles. Our founder Tom had to hustle to make his first sales, ultimately leaving a steady job and investing everything he had in the idea that men’s underwear needed to be fixed. And fixing it, doesn’t mean pulling it out of your crack. As our friend Kevin says “Everybody wants to be famous, but nobody wants to put in the work.” We’ve put in the work, and we’re honored to welcome Kevin Hart to the family and on this journey to make the world a more comfortable place. #NoAdjustmentNeeded

A photo posted by Tommy John (@tommyjohnwear) on Sep 8, 2016 at 9:40am PDT

While the partnership was announced on Thursday, it has been an open Internet secret since the deal was signed on Aug. 31.

“We got a half-million visits to our Web site in the first 24 hours,” Patterson said.

Watch Hart’s Aug. 31 reveal below:

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