HanesBrands Announces New ComfortFlex Fit Bra Ad Campaign To Ignite A New Kind Of Bra-mance

WINSTON-SALEM, N.C., Sept. 1, 2015 /PRNewswire/ -- Today, HanesBrands announced new advertising and social media campaigns for its revolutionary ComfortFlex Fit bra technology in two of its largest brands – Hanes and Bali – to inspire women to fall back in love with their bra.

An innovation born after years of research, ComfortFlex Fit bras use custom-fit technology that was developed and designed to help reduce the stress women face while shopping and wearing traditional bras – thanks to its breakthrough seamless technology. Now, Hanes and Bali are reminding women that it's possible, and easy, to love your bra.

"It's no secret that many women today are fed up with their bras – from the elusive hunt for the 'perfect' fit to unwanted pokes and prods," says Sidney Falken, chief branding officer, Hanes. "We believe it's time to fall back in love with your bra with the comfort and ease of the Hanes and Bali ComfortFlex Fit bras."

Bra + Romance = Bra-mance

It's time for women to spark a new romance with their bras. Thanks to an innovative sewing and molding technology, ComfortFlex Fit bras make it easier than ever. Featuring a seamless knitting technique offering an unprecedented level of comfort, ComfortFlex Fit bras are designed to naturally shape, and move, to the body of the wearer. While still covering the complete range of traditional cup-and-band sizes, the flexibility of ComfortFlex Fit bras simplifies the shopping experience by having just six sizes (XS – XL).

Bra-mance On the Small Screen(s)

In celebration of this brand new love story, ComfortFlex Fit bras are inspiring women to love their bras on both the small screen and digital screens through new commercials and social campaigns in support of the Hanes and Bali product lines.

The commercials, launched in early August, feature a series of women who "break up" with their old bras and "fall in love" with their new Hanes and Bali ComfortFlex Fit bras. Both commercials can be viewed on each brand's respective site at www.Hanes.com/HanesComfortFlexFit and www.BaliIntimates.com.

Join the bra-loving conversation with recently launched social campaigns from Bali – #LoveYourBra – and Hanes – #BraCrush – in support of ComfortFlex Fit bras and rekindling a long-lost love with your bra.

ComfortFlex Fit with Hanes and Bali

Hanes, America's No. 1 apparel brand and Bali, the leading national intimate apparel brand in department and mid-tier stores, offer a combined eight styles utilizing ComfortFlex Fit technology.

• Bali ComfortFlex Fit bras are available in two styles and can be found in mid-tier and department stores nationwide:
  • Bali Comfort Revolution® ComfortFlex Fit Shaping Wirefree bra: Available in sizes S-2XL with a suggested retail price of $40.
    • Basic Tailored Colors: White, Black, Nude, Light Beige and Excalibur
    • Basic Dot Colors: White Dot, Nude Dot, Crystal Grey Dot and Hush Pink Dot
    • Basic Lace Colors: White Lace, Black Lace and Light Beige Lace
  • Bali Comfort Revolution ComfortFlex Fit Wirefree bra: Available in sizes S-2XL with a suggested retail price of $38
    • Basic Colors: White, Black and Light Beige
    • Assorted Fashion Retro Patterns: Wondrous Orchid, Crimson, Soothing Green and Amethyst Quartz
• Hanes ComfortFlex Fit bras feature multiple styles, spirited colors and prints and can be found nationwide at Kohl's, JC Penney, Walmart and other major retailers:
  • Hanes ComfortFlex Fit Smooth Unlined Wirefree bra: Available in sizes S-2XL with a suggested retail price of $34.
    • Basic Colors: White, Black, Soft Taupe, Divine Grey, Porcelain and Anchor Navy
  • Hanes ComfortFlex Fit Smooth Foam Wirefree bra: Available in sizes S-XXL with a suggested retail price of $34.
    • Basic Colors: White, Black, Soft Taupe, Divine Grey and Porcelain
  • Hanes ComfortFlex Fit Perfect Coverage Wirefree bra: Available in sizes XS-XXL with a suggested retail price of $34.
    • Basic Point Colors: White Point D'Espirit, Soft Taupe Point D'Espirit, Black Point D'Espirit and Divine Grey Point D'Espirit
    • Basic Stripe Colors: Soft Taupe, Divine Grey, White and Porcelain
    • Basic Dot Colors: White, Soft Taupe, Divine Grey, Black
  • Hanes ComfortFlex Fit Natural Lift Wirefree bra: Available in sizes XS-XL with a suggested retail price of $34.
    • Basic Colors: White, Black/Divine Grey, Nude and Porcelain
  • Hanes ComfortFlex Fit Comfy Support Wirefree bra: Available in sizes S-XXL with a suggested retail price of $30.
    • Basic Colors: White, Black, Soft Taupe, Porcelain, White Heather, Nude Heather and Gravel Grey Heather
  • Hanes ComfortFlex Fit Bandini: Available in sizes XS-XL with a suggested retail price of $30.
    • Basic Colors: White, Black, Soft Taupe and Leather Grey Heather
    • Basic Stripe Colors: Navy Eclipse Heather Rugby Stripe and Natural Bisque Heather Rugby Strip

About Hanes
Hanes, America's No. 1 apparel brand ¹, is a leading brand of intimate apparel, underwear, sleepwear, socks and casual apparel. Hanes products can be found at leading retailers nationwide and online direct to consumers at www.Hanes.com.  Hanes is a flagship brand of Hanesbrands Inc. (NYSE: HBI).
¹ The NPD Group / Consumer Tracking Service, R12 Dec. 12, Units

About Bali Intimates
Bali is the number one national intimate apparel brand in department and mid-tier stores. The Bali brand is part of HanesBrands (NYSE: HBI). For additional information about Bali bras, panties and shapewear, visit the Bali website at www.baliintimates.com or "like" us on Facebook at www.facebook.com/bali.intimates.

About HanesBrands
HanesBrands is a socially responsible leading marketer of everyday basic apparel, including bras, panties and shapewear, under some of the world's strongest apparel brands in the Americas, Europe and Asia, including Hanes, Champion, Playtex, DIM, Bali, Maidenform, Flexees, JMS/Just My Size, Wonderbra, Nur Die/Nur Der, Lovable and Gear for Sports. More information about the company and its corporate social responsibility initiative's, including environmental, social compliance and community improvement achievements, may be found on the Hanes corporate website at www.Hanes.com/corporate.

Contacts:  
Bernadette Wallace  
Hanesbrands Inc.          
336-519-6250
[email protected]

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SOURCE HanesBrands

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