Hanes names Special U.S. creative agency of record

Hanes has hired independent shop Special U.S. as its creative agency of record following a five-month competitive review. The Los Angeles agency will lead brand strategy and creative development for all Hanes products, such as its underwear, shirts and pants, with campaigns debuting later this year. The new relationship will help Hanes develop a “youthful and fresh take on modern comfort,” said Dawn Hedgepeth, chief marketing officer at parent company HanesBrands, in a statement. The account will be handled out of Special's New York office. Ad Age Small Agency Conference & Awards Join us July 23 & 24 in Boston Learn more here The Martin Agency, which had worked with Hanes for more than two decades, did not attempt to defend the business, according to a spokesperson for the Interpublic Group of Cos. agency. More news: 5 agency reviews to know about this month “We are so very proud of what we were able to build with our partners at Hanes over the course of our 22-year relationship. From Michael Jordan’s iconic ‘Look Who We’ve Got Our Hanes On Now’ in the early aughts to ‘1901 Invention of Comfort’ last year,” said Danny Robinson, CEO of The Martin Agency, in a statement. “Together we reignited an iconic brand and made it relevant again to a whole new generation.” A Hanes commercial from last year from Martin Agency illustrates the brand’s history and how it revolutionized comfort. Hanes' media agency of record is Omnicom Group's Hearts & Science. This is a significant win for Special, which is primarily known for its biggest client, Uber Eats, for which it’s done a number of Super Bowl campaigns. With Hanes, the agency adds a “legendary American brand” to its roster, one that has been “a staple of many of our lives for more than a century,” said Kelsey Hodgkin, CEO of Special U.S., in a statement. “We’ve all owned a piece of their clothing at one point or another, and we deeply value that brand heritage and history,” Hodgkin added. Check out the latest Ad Age events and award programs In 2023, Hanes spent $13 million on measured media in the U.S., according to Vivvix, which includes paid social data from Pathmatics, down from $15 million in 2022. The company's products are found in nine out of 10 U.S. households, according to Special. On June 5, HanesBrands, which also owns Bonds, Maidenform and Bali, announced plans to sell its Champion sportswear business to Authentic Brands Group. (Bonds named Special Australia its AOR in 2020.) The move came after HanesBrands’ first-quarter net sales fell 17% to $1.16 billion. Earlier this year, Special hired TBWA\Chiat\Day New York alum Amy Ferguson as the first chief creative officer for its New York office, which opened in 2022. The agency, which also works with Roblox, brought in roughly $13.7 million in revenue last year, up from $10.3 million in 2022, according to its Ad Age Small Agency Awards entry.

Hanes names Special U.S. creative agency of record

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