While Hanes was in nine out of 10 American homes, market share, relevance and top-of-mind awareness amongst Next Gen Buyers had taken a nosedive since 2015.

In July 2021, the Hanes Brand Inc. executive leadership team issued the challenge: Reignite Hanes. And for good reason. While Hanes is one of the most trusted brands, they were falling short in cultural relevance. The mounting headwinds had put the once-iconic brand on the back foot.

Hanes needed to connect with a younger audience overall to drive immediate and future growth. But the brand couldn’t just say they were doing things differently, they had to walk the walk. The creation of the Hanes Originals line — a fresh, new take on the iconic brand — was the ideal moment to prove this isn’t the Hanes you thought you knew.

Our song choice was critical in that it would convey the entire celebratory feeling of the campaign. We needed something surprising and modern while also being timeless. “Heart of Glass” delivered on all fronts, introducing Blondie to a new generation and reconnecting with another.

The ’80s dance groove turned our 1901 party into a modern affair, with Hanes Originals at the forefront. And the track only helped elevate the quality and craft of the spot, making it feel like a truly revolutionary moment for our characters.

The track also beautifully accommodates for a main character who didn’t feel over-rehearsed. His moves felt like they were a natural expression of joy, moving to the soft beat, rather than a choreographed dance. The emotional feeling of freedom and comfort in the track allowed our spots to soar to a whole new level.

This centenarian brand did the unthinkable. Hanes leaned INTO its heritage to reintroduce itself to the GenZennial audience as the Inventor of Comfort. This bold declaration not only made people rethink Hanes and put it back on the path to iconicity, but also beat nearly every benchmark in the 122-year-old brand’s recent history:

Engagement grew 134%. Positive sentiment rose 321%. Our social following increased by 20%. Brand awareness amongst young men rose to 81%, while reaching 92% in women — and the Hanes Originals themselves? Well they SOLD OUT.

We had found our younger audience and changed the way everyone thought about the brand in the process. If in 1901 Hanes invented comfort, then in 2023, they reinvented themselves.