WINSTON-SALEM, N.C., July 10 /PRNewswire/ -- Hanes(R) announced today
the launch of The Hanes ComfortZone Tour, an inventive high-touch mobile
marketing initiative focused on making men comfortable. The national tour,
which kicked off in the Southeast, uses a mixture of interactive elements
to expose guys to the Hanes ComfortSoft(R) T-shirts and underwear.
The tour will feature the Hanes Comfort Force, a dynamic team of female
brand ambassadors committed to helping guys get into the ComfortZone.
Easy-to- spot in the branded ComfortZone SUV, the female foursome will
utilize an array of interactive games and giveaways through which guys can
experience ComfortSoft product innovation firsthand. The Hanes Comfort
Force is scheduled to appear at a variety of guy-friendly events across the
country, such as the Summer Shoot-Out in Charlotte, the Atlanta Braves vs.
St. Louis Cardinals series in Atlanta in July, and country music concerts
by Kenny Chesney and Toby Keith in August.
"The Hanes Comfort Force is not your average band of brand
ambassadors," explained David McBride, director Hanes brand marketing.
"Through their enthusiasm and willingness to interact with the crowds,
they'll really bring this campaign to life."
Visitors along the route will have the chance to experience the
ComfortZone firsthand via:
* Remote ComfortZones -- Set up outside of sporting events, concerts,
race tracks and other places where guys gather, these remote Hanes
ComfortZones are the realization of every man's comfort fantasy.
Inside, guys will find themselves surrounded by comfy couches, plasma
screen TV's, food, drinks, and music -- all the necessary ingredients
for ultimate male comfort.
* Hanes Changing Stations -- During major events, the Hanes Comfort
Force will prompt men from the crowd to change their underwear --
literally. They'll ask guys to enter a Hanes-branded "Changing Booth"
and swap their current underwear for a new pair of Hanes ComfortSoft
Boxers. On the way out, their old underwear will be sealed in a toxic
waste bag and placed in an "environmental hazard" receptacle.
Throughout the tour, The Hanes Comfort Force will also perform "Random
Acts of Comfort," giving away free products during spontaneous visits to
local fire stations, softball tournaments, college campuses and other
places where guys hang out.
In conjunction with the nationwide tour, Hanes has also launched an
interactive web site, (http://www.hanes.com/comfortzone) which will feature
videos taken by the Comfort Force, including entertaining before-and-after
interviews with the guys who upgraded their underwear in the Hanes Changing
Station. Visitors to the site can also take part in witty weekly surveys as
well as retrieve photos of themselves with the Hanes Comfort Force, get
updates on where the tour is headed next and learn more about ComfortSoft
The Hanes ComfortZone Tour will make appearances at events now through
the fall in cities across the U.S.
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, casualwear
and activewear. 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.