In the pocket, you insert a breathable foam padding. The manufacturer claims it not only guards against post-pool shriveling, it also keeps a man warm in a spot where he never wants to feel ice cold.
"No one wants to look at the frightened turtle when a guy gets out of the water," designer Michael Yarwood tells my friends at FlashNews. "Every girl will tell you, a wet male crotch dressed in lycra in not attractive.”
While some will dismiss the Rooster Booster as nothing more than the latest example of male vanity, Yarwood says its no different than a padded bra, and like a padded bra, it "enhances and shapes" a very important part of your body.
One other advertised benefits: It cuts down on the potentially embarrassing moments when a man steps out of the pool and "no adjustment" is required.