Hanes Ad-dresses Style - Taps Kevin Bacon and Christina Applegate for New Television Campaign

Kevin Bacon shoots with Michael Jordan to score points for Hanes Casualwear;

Christina Applegate gets comfortable in the Hanes perfect T

Feb 23, 2006, 00:00 ET from Hanes

    WINSTON-SALEM, N.C., Feb. 23 /PRNewswire/ -- Hanes, the No. 1 apparel
 brand in the United States, today announced that it will be adding more famous
 faces to its successful "Look Who We've Got Our Hanes On Now" ad campaign.
 Kevin Bacon and Christina Applegate will join Hanes' campaign line-up, which
 also featured celebrities Jennifer Love Hewitt, Matthew Perry, Damon Wayans
 and basketball great, Michael Jordan, in both print and television
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20060223/NYTH036 )
     "In 2006, we will continue to show how Hanes represents contemporary style
 and reinvents comfort by showcasing our apparel on today's engaging and
 stylish celebrities," said Sidney Falken, Hanes Brand Champion.  "Led by our
 current branding campaign, Hanes will continue to inspire consumers' personal
 style with new apparel that goes beyond the basics."
     Created by The Martin Agency of Richmond, Virginia, each new television
 spot in the campaign captures each celebrity's personality -- comfortable with
 themselves and in their Hanes -- set to the beat of fun, energetic music.
     Beginning February 27, Hanes again will bring to life the tagline, "Look
 Who We've Got Our Hanes On Now," with a new :15 and :30 television commercial
 featuring Kevin Bacon and Michael Jordan playfully showing the versatility of
     The spot, "Shot Blocker," features a series of scenes where Kevin Bacon is
 trying to shoot different objects, such as waste paper, keys and a basketball,
 while wearing Hanes casualwear.  A mischievous and competitive Michael Jordan
 enters each scene out of nowhere and nonchalantly blocks Kevin's shot.
 Underscored by the tagline "Perfect No Matter How You Wear It," Bacon is shown
 wearing Hanes T-Shirts in, out, solo, layered and underneath a sports jacket
 demonstrating how men can dress Hanes T-Shirts up or down to create their own
 sense of personal style.
     "T-shirts are a timeless classic, and have been a part of my wardrobe for
 quite a while," said Kevin Bacon. "Hanes T-Shirts are perfect for me.  I think
 it's fantastic that you can wear them for any occasion.  That's what I'm all
     The second TV spot with Christina Applegate will debut in late March 2006.
 A playful and beautiful Christina is shown having fun around the home and
 displays her personal sense of style in the new, colorful Hanes perfect T.
 The spot features Christina dressing the Ts up and down, as the perfect T
 covers both the casual and dressier occasions of a woman's wardrobe.
     "The new styles and colors of the perfect T from Hanes are versatile,
 comfortable and fit in with my everyday wardrobe," said Christina Applegate.
 "I like that they can be easily worn with my favorite pair of jeans or a long
     The new television commercials will air nationwide, including network
 primetime, daytime, cable and syndication.  Magazine ads with Kevin Bacon and
 Christina Applegate will launch in July.  The entire campaign will run
 throughout 2006.
     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.  Sara Lee Branded Apparel is currently a part of Sara Lee
 Corporation, which in February 2005 announced a transformation of its business
 portfolio to focus on food, beverage and household products. At that time,
 Sara Lee announced its intent to spin off as an independent, publicly held
 company its Americas/Asia apparel business, Sara Lee Branded Apparel, a move
 that is expected to be completed by September 2006.
     Contacts:  Laura Springer                 Jennifer Gardner
                Weber Shandwick                Sara Lee Branded Apparel
                212-445-8174                   336-519-6792
                lspringer@webershandwick.com   jennifer.gardner@saralee.com