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.

Mar 18, 2008, 01:00 ET from Hanes

    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
     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