“We challenged one man to hitchhike across Canada in 21 days. If he made it, Stanfield’s would donate $20,000 to below-the-waist cancer research. But he had to do the entire trek wearing nothing but Stanfield’s underwear. And since ‘gitch’ is slang for underwear, he became the 'Gitchhiker.’ In 21 days, Stanfield’s earned more than 47 million media impressions, the Gitchhiker was interviewed on every major news network across the country and online underwear sales increased by 50 percent.”