Observed Signal · Jul 24, 2026 · Campaign Launch · Source: Retail Dive · Impact: 2/5 · Sentiment: Neutral
Hanes launches risqué 'Get Comfortable' campaign
Hanes has launched a bolder creative direction with a campaign called "Get Comfortable," featuring four spots that portray awkward or taboo scenarios where Hanes apparel helps wearers remain confident. The work, directed by Nick Ball and shot on film, will run across social, online video, retail, display, owned channels and out-of-home (OOH) placements in New York City. The campaign also includes a refreshed logo with the brand's red flag icon. Agency partner Special U.S., appointed by Hanes in 2024, handled the creative and logo revamp; the effort is the first major campaign from Special U.S.'s New York office under new leadership including executive creative directors Kasia Canning and Estefanio Holtz. The launch follows parent company HanesBrands' acquisition by Gildan Activewear for $2.2 billion late last year.
Brand-level creative repositioning with multi-channel rollout (video + OOH) and agency involvement; notable for marketing teams and creative agencies but not industry-shifting for AdTech infrastructure.
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Key Takeaways & Evidence Grounding
- Hanes launched a new creative campaign called "Get Comfortable" featuring four spots.
- The campaign will run nationally across social, online video, retail, display, owned channels and OOH in New York City.
- Agency Special U.S., appointed by Hanes in 2024, handled the campaign and logo revamp.
- Nick Ball directed the videos, which were shot on film.
- Parent company HanesBrands was acquired by Gildan Activewear for $2.2 billion late last year.
Connected Companies & Entities
2 Entities mapped“Hanes is shifting its brand messaging to demonstrate how the comfortability of its clothes let the wearer exude confidence, even in awkward ...”
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Ontology Mapping & Concepts
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