You boys will never defeat Hitler if your jockstraps are wilting.

It was 1941 and it was a fateful year in American history. Sure, we entered WWII and all, but what I’m really talking about is the development of Bike brand non-wilting athletic jockstraps. As this advertisement for the Chicago company emphatically states: “Supporter WILT Is Dangerous!”

The ad was aimed at coaches who were in charge of student athletes. No price listed. An excerpt from the copy:

“He looks to you…and he’s your responsibility. No coach is interested in just part-time protection for his athletes. Full protection every playing moment is essential. And that means proper equipment starting with a comfortable, effective non-chafing supporter.

For these important reasons Bike is chosen by most coaches to support all their teams. Bike’s special non-wilt features assure the kind of support every athlete needs–dependable, long-lasting, comfortable. The finer materials in Bike guarantee it. And Bike’s two famous numbers, 5 and 55, alone in the athletics field use famous “Lastex,” the miracle yarn.”

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