Quick answer: Hanes has launched Get Comfortable, a full brand refresh and campaign created with Special US that uses humour, film, still imagery and New York City transit OOH to show how comfort creates confidence.
Comfort Becomes Confidence
After more than 125 years of building a reputation for seriously comfortable apparel, Hanes is making comfort the centre of its refreshed brand identity.
The American apparel brand has teamed up with Special US for a new campaign called Get Comfortable, built around a simple but powerful idea: real comfort creates real confidence.
Rather than treating comfort as a basic product benefit, the campaign turns it into an attitude people can carry into everyday life.
A Brand Refresh for Effortless American Style
The campaign forms part of a broader Hanes brand refresh, including a redesigned Hanes logo and a renewed visual identity.
The goal is to boldly reintroduce Hanes as a go-to brand for effortless American style, while staying connected to the comfort that has long defined the company.
By pairing familiar product categories with a more confident creative tone, Hanes modernizes its image without losing what people already associate with the brand.
Four Films Built on Wry Humour
The campaign launches with four colourful hero films shot on film by MJZ director Nick Ball.
Each spot places Hanes clothing in a slightly awkward or unexpected situation, then shows the people wearing it remaining completely unfazed.
The humour is dry, breezy and confident, helping the campaign feel stylish without taking itself too seriously.
Everyday Awkwardness, Effortless Confidence
In Grocery, a woman calmly does her food shopping in her underwear.
In Keep Em On, a couple lies happily in bed with their socks still on.
In Pantsed, a man keeps his cool and finishes a game of pool after having his trousers pulled down in a friendly prank.
In Loyalty, a man rests peacefully in his casket wearing his comfiest threads.
Each film pushes a different scenario, but the message stays consistent: when you are comfortable, you can handle almost anything.
The Socks Stay On
One of the campaign’s most memorable details is the way Hanes uses small clothing moments to express confidence.
The socks stay on, the underwear becomes ordinary, and the characters never lose composure, even when the situation around them could easily become embarrassing.
That makes the campaign feel more human than a traditional apparel ad focused only on fit, fabric or product features.
OOH Brings the Refresh Into the City
Alongside the hero films, the campaign includes striking still imagery across New York City transit OOH.
This gives the brand refresh a strong public presence in one of the busiest urban environments in the United States.
Transit OOH is especially effective for apparel campaigns because it reaches people during daily movement, when comfort, confidence and personal style are already part of how they experience the city.
Photography That Extends the Film World
The campaign’s still photography was captured by Santiago Ruisenor and Emman Montalvan, with retouching by Portus Imaging.
The images carry the same relaxed confidence as the films, translating Hanes’ refreshed attitude into outdoor, retail, display and social environments.
This consistency allows the campaign to move across formats while keeping the same visual personality.
A Full-Funnel Brand Relaunch
The campaign is running nationally across social platforms, online video, retail, display and Hanes-owned channels.
That broad rollout allows Hanes to build both brand awareness and product relevance, connecting the new platform to places where consumers discover, consider and purchase apparel.
OOH plays the role of making the refresh visible in the real world, while digital and retail channels help carry the message closer to conversion.
A Major Moment for Special US
Get Comfortable also marks an important creative moment for Special US.
The campaign is the first major work under Special NY’s new executive creative directors, Kasia Canning and Estefanio Holtz.
It is also the first campaign from the office under its full new leadership team, including Shannon Nunn, Michael Osbourn, Abbie Noon, Canning and Holtz.
Why This Campaign Works
The campaign works because it takes a familiar product benefit and gives it a stronger emotional role.
Hanes does not simply say its clothes are comfortable. It shows comfort as the reason people can move through life with confidence, humour and ease.
By combining a brand refresh, cinematic storytelling, witty scenarios and New York City transit OOH, Get Comfortable turns everyday apparel into a broader statement about self-assurance.
What Marketers Can Learn From Hanes
- Brand refreshes work best when they build on a truth people already associate with the brand.
- Functional benefits become stronger when they are connected to an emotional outcome.
- Humour can make apparel advertising feel more human and memorable.
- Transit OOH helps bring a brand refresh into everyday public movement.
- Consistent film, still, retail and social assets can make a refreshed identity feel cohesive across channels.
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