The New York Times
By Stuart Elliott

Mike Rowe, the star of “Dirty Jobs” on the Discovery Channel, has tackled some arduous tasks, among them shark repellent tester and septic tank cleaner. But now he confronts perhaps the dirtiest job of all: persuading shoppers to buy a new product when the economy appears to be weakening again.

Mr. Rowe has been signed to a multiyear contract to be the spokesman for Lee Premium Select, a line of men’s denim being introduced by the Lee Jeans unit of the VF Corporation. The pants will sell for about $42 a pair — more expensive than the basic jeans that compose the Wrangler men’s line sold by VF, but less costly than men’s jeans bearing designer labels.

Mr. Rowe will appear in all aspects of the campaign, which is scheduled to begin on Monday. There will be television commercials, print advertisements and efforts in social media like Facebook and Twitter.

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