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Michael Jordan to promote new Undershirt & Boxers from Hanes
May '08
Hanes 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 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.

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