Is anyone else just about sick to death of hearing the name Brett Favre?! First he’s retiring, then he’s not, then he is again, then he’s not again…this guy is more emotional and indecisive than any other media figure I can think of! Quit hogging the football spotlight, Brett! But I guess Wrangler couldn’t have timed it better. The news of the 39-year-old quarterback joining the Minnesota Vikings comes just as Wrangler is unveiling a new fall ad campaign for its Five Star Premium Denim label, featuring, of course, Favre.

“For Wrangler, whatever Brett’s decision is on whether or not to retire doesn’t matter to us either way,” said Jenni Broyles, senior marketing communications manager for Wrangler’s mass business.

Hmm…not sure whether I believe that or not but I’m sure the company’s decision to have Brett star in its new line had something to do with how much he’s been in the sports media’s spotlight lately. The company, a unit of VF Corp. (where 7 for All Mankind also hails from!), declined to divulge its fall ad budget, but will be featured in Sports Illustrated, People, Popular Mechanics, and more. Both Wrangler Five Star Premium Denim and Wrangler Jeans Co. product sells for less than $20, with distribution in the mass channel, including Wal-Mart, Kmart and Target in the U.S. (where I am from). I am told, however, that in Europe, Wrangler is considered a much more premium brand, with some styles selling for £85 at the UK Urban Outfitters.