Look Who We've Got Our Hanes on Now!

Look Who We've Got Our Hanes on Now!

Hanes Aligns Stars and Style with One of the Most Aggressive Branding Campaigns in Company History

WINSTON-SALEM, N.C., Feb. 24 /PRNewswire/ -- "Look who we've got our Hanes on now," the No.1 apparel brand in the United States today announced. Against a backdrop of stylish Hanes casualwear, sleepwear and underwear, new commercials will feature Hanes veteran Michael Jordan as well as three new headline celebrities -- Matthew Perry, Marisa Tomei and Damon Wayans -- beginning February 28.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050224/NYTH018 )

"Hanes stands for contemporary styling and unbelievable comfort. That's why there's more Hanes in America's closets and drawers than any other apparel brand," said Lee Chaden, chief executive officer of Sara Lee Branded Apparel. "We're delighted to partner with Michael Jordan, Matthew Perry, Marisa Tomei and Damon Wayans to celebrate the new look of Hanes."

"Look Who We've Got Our Hanes On Now!"

At the core of its new marketing effort, Hanes will bring to life its new tagline, "Look Who We've Got Our Hanes On Now," with new television commercials featuring funnyman Damon Wayans, award-winning actress Marisa Tomei and everyone's favorite Friend, Matthew Perry, who partners with Michael Jordan in the new series.

Set to the beat of fun, energetic music, the spots feature a very funny Damon Wayans in the midst of his daily shaving ritual, a playful and flirtatious Marisa Tomei having fun around the home and showing her strong sense of style in colorful Hanes casualwear, and a competitive Michael Jordan and Matthew Perry dueling it out in a game of pool. Created by The Martin Agency, each spot captures each celebrity's personality - comfortable with themselves and their Hanes.

"The new ad campaign definitely shows a new look and feel for Hanes, and how the clothes fit everyone's individual style from the inside out," said Michael Jordan. "Hanes has been a part of my own personal style for a long time. In these new ads, you'll see other celebrities having fun and proudly showing off their Hanes too. That's what it's all about."

Magazine ads launch in July. To complement the new advertising, Hanes is launching new packaging, which premiers this spring for its women's line. The entire campaign will run throughout 2005.

New Looks, New Styles

During 2005, Hanes will introduce several stylish new offerings including an array of fresh prints and a spectrum of new colors and styles across all categories including intimates, underwear, casualwear, sleepwear, socks and shoes.

"Expanding the Hanes line answers consumers' requests to feel comfortable and stylish at a great value," said Sidney Falken, Hanes brand champion. "Hanes continues to resonate and inspire personal style. Always contemporary, always comfortable, always Hanes. Delivering that promise makes our jobs among the best in town."

"The new products I wore for the shoot were great. The colors and new styles of T-shirts and hooded tops from Hanes looked really cool mixed and matched with everything from jeans to a couture skirt," said Marisa Tomei. "After seeing this commercial -- people won't think of Hanes as just underwear anymore."

Hanes is a leading brand of intimate apparel, underwear, sleepwear, socks, shoes and casual apparel. Hanes is a flagship brand of Sara Lee Branded Apparel, which is one of three lines of business of Sara Lee Corporation.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050224/NYTH018
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN4
PRN Photo Desk, photodesk@prnewswire.com
Source: Hanes

CONTACT: Cindy Zimba of Weber Shandwick, +1-212-445-8865,
czimba@webershandwick.com, or Cindy Riccio of Sara Lee Branded Apparel,
+1-212-576-2226, cindy.riccio@saralee.com


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