Hanes heads back to 1901 for the new ‘The
Great Softening’ campaign featuring cinematic advertising spots to
begin airing in March
Hanes, No. 1 brand of basic apparel1 with products in 9 out of
10 homes in the U.S., is expanding on the success of its largest
cross-category launch ever by introducing Hanes® Originals with
SuperSoft fabrics. The line builds upon Hanes Originals, a bold and
youthful collection of body basics that delivers modern styles
without sacrificing comfort. The new styles go a step further with
updated pieces, injecting luxurious colors and, most importantly,
the absolute softest fabrics, made from luxe viscose from
bamboo.
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the full release here:
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Hanes, No. 1 brand of basic apparel(1)
with products in 9 out of 10 homes in the U.S., is expanding on the
success of its largest cross-category launch ever by introducing
Hanes® Originals with SuperSoft fabrics. The line builds upon Hanes
Originals, a bold and youthful collection of body basics that
delivers modern styles without sacrificing comfort. (Photo:
Business Wire)
"We are thrilled to introduce Hanes Originals with SuperSoft
fabrics, the latest addition to our comfort-driven lineup," said
Jane Newman, Chief Design Officer, Global Innerwear HanesBrands.
"We are leveraging our global design expertise to develop pieces
that tick all the boxes for our consumers. Unmatched softness,
driven by transformative fabrics that have truly redefined comfort,
is what the new styles are all about.”
A part of the iconic Hanes Originals collection, these
essentials celebrate strength through softness. With new tonal
designs and luxurious fabrics, Hanes’ new SuperSoft styles capture
the essence of what has always made Hanes synonymous with feeling
comfortable and true to yourself.
The full array of Hanes Originals with SuperSoft styles is a
comprehensive selection of luxe basics for men, women and kids and
includes underwear, bras, socks and comfywear ranging in prices
from $10 - $34. These products deliver supreme softness with
elevated fabrics, ensuring consumers have access to high quality
pieces at affordable prices.
Hanes Originals SuperSoft styles are now available on Hanes.com,
and consumers can experience the revolutionary softness by visiting
Hanes retail stores and authorized retailers nationwide, including
Amazon, Target, Walmart and Kohl’s.
“The Great
Softening”
The launch of Hanes Originals with SuperSoft fabrics will kick
off with a creative campaign. “The Great Softening”, developed by
The Martin Agency, takes viewers on a journey to the Wild West,
where the rugged turn soft. Hanes’ legacy begins in 1901, when the
creation of the iconic brand would begin its journey to becoming
the No. 1 brand of underwear2 in the U.S. that it is today. “The
Great Softening” juxtaposes the tough landscape of the early 1900’s
with the unmatched softness of Hanes in 2024.
“This is the sequel to last year’s Hanes Originals anthemic
spot, so we decided to continue to push the needle. But this time
on a different narrative—one that takes place in the rough and
tough Wild West — a time when living was every shade of
uncomfortable,” said Rushil Nadkarni, Associate Creative Director,
The Martin Agency.
The campaign commercial and supporting creative was directed by
Joseph Kahn, a Grammy-award winning commercial, music video and
feature film director, whose videos have been commissioned by some
of the greatest artists in the industry.
“The clip helps differentiate Hanes from competitors with an
easy humor that defines how accessible the brand is,” said Kahn.
“Underwear can be a tricky product to sell, and we break through
the awkwardness by embracing and celebrating it. Yet the ad takes
the product seriously through high production value and aesthetics.
The commercial reflects the product: relatable, stylish, and state
of the art.”
The ads launch during college basketball playoffs on CBS, Tru,
TBS and TNT. The full campaign is supported with social and digital
media as well as through organic social and influencer
marketing.
The “Great Softening” campaign debuts on March 17th and
commercials can be viewed
www.youtube.com/hanes.
For more information about Hanes Originals SuperSoft styles,
visit www.hanes.com or follow us on Instagram, Facebook, Twitter, TikTok, and YouTube.
About Hanes
Hanes, America's No. 1 apparel brand, is a leading brand of
intimate apparel, underwear, sleepwear, socks and casual apparel.
Hanes products can be found at leading retailers nationwide and
online direct to consumers at www.Hanes.com.
About HanesBrands
HanesBrands (NYSE: HBI) makes everyday apparel that is known and
loved by consumers around the world for comfort, quality and value.
Among the company’s iconic brands are Hanes, the leading basic
apparel brand in the United States; Champion, an innovator at the
intersection of lifestyle and athletic apparel; Bonds, which is
setting new standards for design and sustainability; Maidenform,
America’s number one shapewear brand; and Bali, America’s number
one bra brand. HBI employs 48,000 associates in 29 countries and
has built a strong reputation for workplace quality and ethical
business practices. The company, a longtime leader in
sustainability, has set aggressive 2030 goals to improve the lives
of people, protect the planet and produce sustainable products. HBI
is building on its unmatched strengths to unlock its #FullPotential
and deliver long-term growth that benefits all of its
stakeholders.
1Source: Circana, Consumer Tracking
Service, U.S., unit sales, 12 Months Ending December 2023
2Source: Circana, Consumer Tracking
Service, U.S., brand sales, 12 Months Ending December 2023
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version on businesswire.com: https://www.businesswire.com/news/home/20240314604566/en/
Nicole Ducouer, HanesBrands Nicole.ducouer@hanes.com
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