Tommy John wants to celebrate men with integrity.

The men’s underwear and sleepwear brand, which recently introduced ath-leisure, has launched a new campaign and named former NFL player Steve Weatherford as its first Man of Substance.

“We are inspired by our Tommy John customers, from truckers to sportsmen, pilots to pastors, men who show us everyday what it means to live with integrity,” said Tommy John founder Tom Patterson. “These Men of Substance care about their families and their communities and they trust their guts and have the confidence to speak their minds. We want to seek out these men and let the world know their efforts have not gone unnoticed.”

Along with appearing in the campaign, Weatherford will receive the first annual Man of Substance award. As part of the award, this month Tommy John will donate 10 percent of the proceeds from Weatherford’s favorite pair of underwear — the second skin underwear — to the Steve Weatherford World Champion foundation, which is a nonprofit that helps young people overcome adversity.

“You don’t have to be a sports hero to make a difference in the world,” said Weatherford, a Super Bowl champion and former punter of the New York Giants. “You just have to be an everyday hero to your family and in your community. I am so honored to be recognized by Tommy John for that because serving as a role model to others is the most important work I do in my life.”