Hanes Gets Double Tough with Mr. T

Hanes 'Socks' it to Men and Boys

Jul 22, 2005, 01:00 ET from Hanes

    WINSTON-SALEM, N.C., July 22 /PRNewswire/ -- Hanes, the No. 1 selling sock
 brand in the United States, has found the solution to the top complaint among
 male sock consumers - durability.  To remedy the problem, Hanes unveiled its
 latest creation - Double Tough Socks for men and boys, featuring double the
 reinforcement where it counts - the heels and toes.
     Hanes, along with double-tough guy Mr. T, expects to score with the
 biggest 'Sox' enthusiasts of all - the fans at tonight's Chicago White Sox and
 Boston Red Sox baseball game at U.S. Cellular Field in Chicago.  To officially
 launch the product, Hanes will be giving out 76,000 pairs of men's and boys'
 Double Tough Socks to all fans in attendance during the July 22 game. To show
 how tough these socks are, Mr. T will be throwing out the first pitch, sans
 shoes, to baseball Hall-of-Famer and former White Sox and Red Sox catcher,
 Carlton Fisk.
     "Mr. T and Hanes are gonna sock it to all the Sox fans out there to make
 sure they know that Hanes Double Tough Socks deliver true toughness," said Mr.
 T.  "I found out after all of these years that if you want to be tough, you've
 got to walk tough. And the only way to walk tough is to wear Hanes Double
 Tough Socks! I pity the fool who has holes in his socks!" he added.
     The average pair of socks can wear out quickly from everyday use,
 especially for men and boys.  Everyone knows how embarrassing it can be when
 heels or toes peek through their socks, not to mention uncomfortable. Hanes,
 always concerned with the comfort of consumers, set out to solve the problem.
 By doubling the reinforcement in the heels and toes, Hanes Double Tough Socks
 are twice as durable as before - making them tougher and comfortable.
     "Hanes Double Tough Socks were created in direct response to the No. 1
 sock complaint for men and boys - holes in the heels and toes. Consumers
 wanted a tougher sock, so we designed a sock with extra durability along with
 the comfort you expect from Hanes," said Director of Marketing, Hanes Socks
 Jolanda Uittenbogaard. "Because we doubled the reinforcement in the heels and
 toes, Hanes socks now last longer, providing even more value to our
     Hanes Double Tough Socks for men and boys are available at major retailers
 nationwide starting at $5.00 for a package of six.
     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:  Cary B. Neer               Jennifer Gardner
                Weber Shandwick            Sara Lee Branded Apparel
                212.445.8029               336.519.6792
                cneer@webershandwick.com   jennifer.gardner@saralee.com