Rap entrepreneur 50 Cent has inked a $78 million deal with new underwear brand RevolutionWear Frigo.
The In Da Club hitmaker, real name Curtis Jackson, took to Instagram.com on Monday (15Dec14) to share the news about his big-money contract for the luxury line, which boasts high-tech design with "superior athletic support".
In the post, he wrote, "I just did a deal for $78 million for underwear. What did you muthaf**kas do today? Lllllllllooooolllllllllll (laugh out loud) Boom FRIGO (sic)".
50 Cent was recently reported to have become a stakeholder in the undergarment firm, which was founded in 2012, alongside superproducer Timbaland, retired baseball icon Derek Jeter and basketball player Carmelo Anthony.
Hours after his announcement, the rapper tried to convince talk show host Seth Meyers why customers should pay the $100 price tag for a pair of the Frigo boxer briefs.
He joked, "This $100 underwear were actually hand-created and actually hand-stitched."
Getting serious, he added, "They have a technology in 'em where you can put your man apples... For you to place your sack in another sack that has been ergonomically-designed for comfort. But you know, women spend so much money on lingerie, it's the right project for men."
50 Cent is no stranger to multi-million dollar deals - he famously banked $100 million after taxes in 2007 when Coca-Cola purchased his Vitamin Water brand, created in partnership with Glaceau beverage bosses, for $4 billion.