# Hanes rebrands with bold advertising campaign 125-year-old brand emphasizes comfort in provocative new approach. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-22 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/1c1a4ef1-d0af-4c35-b671-d457252566aa ## Brand's New Face Hanes breaks from its 125-year history with the 'Get Comfortable' campaign, adopting a bolder and more entertaining brand identity. The ads highlight how people feel at ease even in embarrassing situations. The brand aims to build a more authentic connection with consumers through this approach. ## Daring Scenarios in Ads The campaign features unconventional scenarios like a man getting pantsed at a bar or a woman grocery shopping in her underwear. However, characters wearing Hanes remain unfazed. The brand communicates how its products provide comfort and confidence in any situation. ## New Logo and Creative Direction Along with the campaign, Hanes refreshed its logo. The brand's iconic red flag emblem now appears with new typography. Specially shot film ads are complemented by out-of-home placements across New York City. ## Agency Partnership and Creative Team The campaign was developed by Special USA, the agency Hanes began working with in 2024. This marks the first major project from the agency's New York office under its new creative leadership. Nick Ball directed the commercial films. ## Industry Transformation Winds Hanes' move follows parent company HanesBrands' $2.2 billion acquisition by Gildan Activewear last year. The brand aims to develop a younger, more dynamic identity under new ownership. Industry observers are closely watching this transformation. ## Appealing to Consumer Psychology Hanes' new strategy focuses on modern consumers' pursuit of comfort and confidence. The brand stands out by breaking traditional underwear marketing molds. Whether this bold move will start a new industry trend remains to be seen. ## Sources covering this story - https://www.marketingdive.com/news/hanes-embraces-risque-marketing-in-creative-shakeup-for-basics-brand/825871/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._