Dave's Detours Challenges Celebrities to Duels of Comfort

Dave's Detours Challenges Celebrities to Duels of Comfort

Hanes(R) Men's Underwear heads straight to the front lines of viral marketing to spread its ComfortSoft(R) message.

ST. LOUIS, March 18 /PRNewswire/ -- Hanes has enlisted citizen journalist Dave Picard -- an average guy -- to travel the nation to interview famous athletes and celebrities about how they stay comfortable. Dave faces off against these A-listers in offbeat "comfort challenges" which are available on Dave's website at http://www.davesdetours.com/.

The website features his videos, celebrity interviews, a daily blog and a running scoreboard of his standing versus the celebs. Consumers can chat with him one-on-one about his adventures, offer suggestions for future challenges or just talk some good-natured trash. Dave's escapades are further amplified by video hubs on CraveOnline.Com, ComedyCentral.Com and ESPN.Com.

Dave's Detours captures rare "real" moments with celebrities as Dave competes in unique challenges such as arm wrestling, underwear tossing and thumb wrestling wars. Dave has already garnered an impressive following due in part to his unique challenges with celebrities such as Nelly, Reggie Bush, Chuck Liddell, Cuba Gooding Jr. and the Olly Girls.

"Hanes knows guys, and Dave and his detours create a great channel to exemplify that," said Hilton Graham, Senior Brand Manager. "We believe that with Dave's sincere and outgoing personality, he can create a genuine relationship with consumers."

About Hanes

Hanes is a leading brand of intimate apparel, underwear, sleepwear, socks, shoes and casual apparel. Hanes is a flagship brand of Hanesbrands Inc. Hanes products can be found at leading retailers nationwide and online direct to consumers at http://www.hanes.com/.

About Hanesbrands Inc.

Hanesbrands Inc. (NYSE:HBI) is a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands, including Hanes, Champion, Playtex, Bali, Just My Size, Barely There and Wonderbra. The company designs, manufactures, sources and sells T-shirts, bras, panties, men's underwear, children's underwear, socks, hosiery, casual wear and active wear. Hanesbrands has approximately 50,000 employees in 24 countries. More information about Hanesbrands Inc. may be found on the Internet at http://www.hanesbrands.com/.

About NGAGE

NGAGE is a full service brand agency, specializing in emerging media, viral and word of mouth marketing. For more information regarding NGAGE go to http://www.ngagenow.com/ or contact Dan Curran at 1141 South Seventh, Saint Louis, Missouri 63104, by phone at (314)-450-5771 or by email at dcurran@ngagenow.com.

First Call Analyst:
FCMN Contact:

Source: Hanes

CONTACT: Carmen Hayes, +1-314-450-5772, chayes@ngagenow.com, for Hanes

Web site:

http://www.hanes.com/
http://www.hanesbrands.com/
http://www.ngagenow.com/

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