Hanes Pushes Bolder 'Get Comfortable' Campaign After $2.2B Buyout

Hanes is taking a more risqué marketing approach with "Get Comfortable," the centerpiece of a broader creative shift for the 125-year-old basics brand. The campaign marks a deliberate break with past messaging, aiming for a bolder, more entertaining tone. The launch follows parent HanesBrands' acquisition by rival Gildan Activewear for $2.2 billion late last year.

Some of the ads focus on awkward situations – getting caught with one's pants down at a bar or grocery store – and show how the wearer brushes off embarrassment and looks cool. Others have a cheeky, slice-of-life feel. One spot, "Keep Em On," tracks across an apartment floor littered with discarded clothes to a couple in bed, their Hanes socks the only visible clothing. Nick Ball directed the videos, shot on film.