Hanes Inspires Confidence Against the Odds in Stylish Relaunch from Special and Nick Ball

Over its 125-plus years, Hanes has developed a reputation for seriously comfy clothes – now the American apparel brand is making that connection official.

Teaming up with agency partner Special US, Hanes is launching a full brand refresh, including a redesigned Hanes logo, and a new campaign ‘Get Comfortable’, which expresses the core idea that comfort creates confidence.

^{Above: 'Grocery'}

Designed to boldly reintroduce Hanes as the go-to for effortless American style, the creative launches with four richly colourful hero films, dripping with wry humour and shot on film by MJZ’s Nick Ball.

^{Above: 'Loyalty'}

Each spot embodies the idea that real comfort shows up in day-to-day life as true confidence, following several unfazed people as they rock Hanes clothing in potentially awkward or difficult scenarios.

^{Above: 'Pantsed'}

In ‘Grocery’, we see a woman doing her food shopping in her underwear; in ‘Keep Em On’ a couple lies happily in bed with their socks still on; in ‘Pantsed’ a man keeps his cool and effortlessly finishes a game of pool after having his trousers pulled down in a friendly prank; and in ‘Loyalty’ a man rests peacefully in his casket, wearing his comfiest threads.

Each film has a cool but relaxed feel, pairing the stylish visuals with vibrant music that accentuates the protagonists’ self-assured actions.

^{Above: 'Keep Em On'}

Launching today, the campaign also includes striking still imagery in OOH activations across New York City transit, as well as nationally across social platforms, OLV, retail and display and all Hanes-owned channels. The photography was taken by Santiago Ruisenor and Emman Montalvan, and retouched by Portus Imaging.

It’s not just a fresh restart for the brand either; the new campaign marks a beginning for Special US as the first major campaign under Special NY's new executive creative directors, Kasia Canning and Estefanio Holtz. It's also the first work to come out of the office under its full new leadership team – Shannon Nunn, Michael Osbourn, Abbie Noon, Canning and Holtz.

^{Above: 'Get Comfortable' OOH and print designs}