Michael Jordan and Charlie Sheen are a Perfect Fit in New Hanes(R) Men's Underwear TV Commercial

    WINSTON-SALEM, N.C., May 27 /PRNewswire-FirstCall/ -- Hanes(R) will
 launch new television advertising June 2 featuring sports great Michael
 Jordan and actor Charlie Sheen to support new Hanes Lay Flat Collar
 Undershirts and Hanes No Ride Up Boxer briefs, the brand's latest
 innovation in product comfort and fit.
 
     The brand's latest installment of its iconic "Look Who" advertising
 campaign uses the two celebrities playing themselves in two humorous
 television spots with Sheen as an overenthusiastic fan of Jordan's.
 
     The campaign, which will include online and video game advertising,
 showcases Hanes first men's products to carry the brand's Comfort Fit
 Promise -- a money-back guarantee to eliminate underwear fit and comfort
 concerns.
 
     "We are dedicated to making our products the best fitting and most
 comfortable -- two attributes that are especially important to men. They
 want to look and feel good without having to worry about it," said Sidney
 Falken, senior vice president, Hanes brand. "Charlie's work in films and
 sitcoms that appeal to men, including his current hit CBS sitcom Two and a
 Half Men, along with his charisma and witty sense of humor make him a great
 personality to engage men and support our new products."
 
     Hanes Lay Flat Collar Undershirts have been reinvented from the top
 down with a two-ply neckband that will not stretch out of shape or waffle
 and with a longer hem that stays neatly tucked. The Tagless(R) undershirts
 also feature preshrunk cotton specially knit for softness. Consumer testing
 showed the Hanes Lay Flat Collar Undershirt rated significantly higher than
 the leading competitor's shirt.
 
     Hanes No Ride Up Boxer Briefs have been redesigned for superior fit
 because consumer research indicates that 70 percent of men cite problems
 with the fit of their boxer briefs, with 30 percent noting "riding up" as a
 key comfort concern. The Hanes No Ride Up Boxer Briefs feature leg bands
 that prevent ride up and have fabric-wrapped ComfortSoft Tagless
 waistbands. Consumer testing showed the No Ride Up Boxer Briefs
 outperformed key competitors.
 
     The TV advertising, created by The Martin Agency of Richmond, Va., will
 debut June 2 during the NHL Finals on NBC and will air later in the week
 during the NBA Finals on ESPN and NASCAR on ESPN.
 
     Running in 15- and 30-second formats, the TV ads take viewers into a
 day in the life of Sheen as he crosses paths with Jordan and assumes the
 uncharacteristic role of an over-enthusiastic fan excited to be wearing the
 same brand of undershirts and underwear as the sports superstar.
 
     "I had a great time working on the campaign," Sheen said. "It's nice to
 poke fun at yourself, sell great products and work with a legend -- not
 much to complain about in a day's work."
 
     In the first spot titled "Phone Toss," Sheen is seen exiting a hotel
 and is in the midst of tipping a bellboy when he spots Jordan driving by.
 He immediately runs up to Jordan's car, telling him that someone turned him
 on to the new Hanes Lay Flat Collar Undershirt. He suggests Jordan do the
 same, not realizing the basketball great is already wearing one. As Jordan
 starts to drive away, a determined Sheen keeps talking, inviting Jordan to
 dinner and asking for his phone number. Jordan is finally forced to drive
 away prompting Sheen to throw his phone in the back seat of Jordan's
 convertible, asking him to call him to do dinner.
 
     In the second spot, "Valet," airing later this summer, Jordan is coming
 back from a round of golf and this time Sheen is behind the wheel. When
 Sheen notices Jordan walking by, he puts his car in reverse and tries to
 engage him in conversation as he continues to drive in reverse. He tells
 Jordan he's wearing the new Hanes No Ride Up Boxer Briefs and moves to show
 off the pair he's wearing while still driving. Jordan tries to tell him
 he's about to run into the valet stand, but it's too late and a comedic
 crash ensues.
 
     The TV campaign will be the foundation for an online execution
 launching July 14 with ad banners and sponsorship of the Fantasy Baseball
 Hanes Comfort Zone on ESPN.com. In the Comfort Zone, visitors can read
 about the latest news in Fantasy Baseball and learn which players are in
 their personal comfort zones and playing well each week. Hanes and the
 campaign messaging will also be strategically placed in select XBOXLive.com
 games, including NASCAR 2008, NHL 2008 and MLB's "The Bigs." Additionally,
 Hanes will launch a unique men's landing page June 2 at hanes.com/charlie
 featuring the TV campaign, outtakes and other content targeted to men.
 
     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 retail stores nationwide and
 online direct to consumers at 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 more
 than 25 countries. More information about Hanesbrands Inc. may be found on
 the Internet at www.Hanesbrands.com.
 
 

     Contacts:  Susannah Frank                 Stacy De Fino
                Weber Shandwick                Weber Shandwick
                212-445-8437                   212-445-8454
                sfrank@webershandwick.com      sdefino@webershandwick.com
 
 

SOURCE Hanes