Hanes and Special US Relaunch the Brand With “Get Comfortable”

Creative Context: Hanes Makes Comfort Official

Over more than 125 years, Hanes has built a reputation for seriously comfortable clothing.

Now, the American apparel brand is making that connection the center of its new brand platform.

Created with agency partner Special US, the campaign introduces a full brand refresh, including a redesigned Hanes logo and a new creative idea: “Get Comfortable.”

The platform is built around a simple but powerful belief.

Comfort creates confidence.

Brand Strategy: Reintroducing Hanes With Effortless American Style

The campaign is designed to boldly reintroduce Hanes as a go-to brand for effortless American style.

Rather than presenting comfort as only a product feature, the work treats it as a source of emotional confidence.

When people feel comfortable, they can handle awkward, strange or unexpected situations without losing their cool.

This gives the brand a more modern role.

Hanes is not only about soft fabrics or everyday basics; it is about feeling relaxed enough to be yourself anywhere.

Campaign Idea: Comfort Creates Confidence

“Get Comfortable” expresses the idea that real comfort shows up in daily life as confidence.

The campaign follows people who remain completely unfazed in situations that would usually feel embarrassing, uncomfortable or socially difficult.

The humour comes from the contrast between the awkwardness of each scenario and the calm self-assurance of the person wearing Hanes.

That makes the product benefit easy to understand without overexplaining it.

If you are comfortable, you can stay confident.

Film Craft: Four Colourful Spots by Nick Ball

The campaign launches with four richly colourful hero films directed by Nick Ball of MJZ.

Shot on film, the spots have a cool, relaxed and stylish feel.

Each one uses wry humour to dramatize the confidence that comes from comfort.

The visual style feels elevated, but the scenarios remain everyday and human.

This balance helps the campaign make Hanes feel both familiar and freshly reintroduced.

“Grocery”: Confidence in the Aisle

In “Grocery,” a woman does her food shopping in her underwear.

The situation could easily be awkward, but the character behaves as if nothing is unusual.

That calm confidence makes the spot funny while reinforcing the campaign’s central message.

Comfort is not only about what you are wearing.

It changes how you move through the world.

“Keep Em On”: The Socks Stay On

In “Keep Em On,” a couple lies happily in bed while keeping their Hanes socks on.

The joke is light and simple, but it makes the point clearly.

Some clothing comes off, but when something is genuinely comfortable, people want to keep it on.

The spot turns an intimate everyday detail into a memorable product truth.

It also reinforces Hanes as a brand connected to ease, softness and relaxed confidence.

“Pantsed”: Staying Cool Under Pressure

In “Pantsed,” a man keeps his composure after his trousers are pulled down during a friendly prank.

Instead of panicking, he finishes a game of pool with effortless calm.

The scene works because the character’s confidence feels almost exaggeratedly smooth.

Hanes turns a potentially embarrassing moment into a demonstration of control.

Comfort becomes the reason he can stay unfazed.

“Loyalty”: Comfort Until the End

In “Loyalty,” a man rests peacefully in his casket wearing his comfiest threads.

The humour is darker, but still consistent with the campaign’s relaxed confidence.

The spot pushes the idea of loyalty to comfortable clothing to an extreme.

It suggests that when something feels right, people do not want to part with it.

The result is a memorable expression of brand attachment and comfort.

OOH Execution: Hanes Takes the Refresh Into New York City Transit

The campaign also includes striking still imagery across New York City transit OOH activations.

Transit media is a strong fit for Hanes because it reaches people during everyday movement, commuting and routine.

These are the same ordinary moments where comfortable clothing matters most.

By placing the campaign in public transit environments, Hanes brings the idea of effortless confidence into the real world.

The OOH layer helps the brand refresh feel visible, urban and culturally present.

Visual Identity: Colour, Film Texture and Still Photography

The campaign pairs stylish visuals with vibrant music, creating a relaxed but distinctive tone.

The still photography used across OOH and campaign extensions was shot by Santiago Ruisenor and Emman Montalvan.

Retouching was handled by Portus Imaging.

The imagery gives the brand refresh a polished but approachable look.

It keeps Hanes grounded in everyday wear while making the work feel more elevated and contemporary.

Media Rollout: From Transit to National Channels

Beyond OOH, the campaign is rolling out nationally across social platforms, OLV, retail, display and Hanes-owned channels.

This gives the refresh both cultural reach and commercial visibility.

The films provide the storytelling layer, while OOH and still imagery create quick recognition in public environments.

Retail and display help connect the brand idea closer to purchase.

Together, the media mix supports a full-funnel relaunch of the brand.

Agency Context: A New Chapter for Special US

The campaign also marks a new chapter for Special US.

It is the first major campaign under Special NY’s new executive creative directors, Kasia Canning and Estefanio Holtz.

It is also the first work to come out under the office’s full new leadership team, including Shannon Nunn, Michael Osbourn, Abbie Noon, Canning and Holtz.

That gives the campaign added significance beyond the Hanes brand refresh.

It represents both a client relaunch and a creative leadership milestone.

Why the Campaign Works

The campaign works because it turns a basic product truth into a bigger emotional idea.

First, comfort is already strongly associated with Hanes, so the strategy feels authentic.

Second, the campaign gives comfort a more active role by linking it to confidence.

Third, the films use humour to make the product benefit memorable without feeling overly instructional.

Finally, the OOH presence across New York City transit brings the refreshed brand platform into everyday public life.

The result is a relaunch that feels stylish, funny and easy to understand.

Final Reflection: Comfort as Confidence

Hanes’ “Get Comfortable” campaign shows how a heritage apparel brand can refresh itself without abandoning what people already know it for.

Comfort has always been central to Hanes.

Special US simply gives that comfort a sharper cultural meaning.

Through colourful films, wry humour and New York City transit OOH, the campaign makes comfort feel like a form of confidence.

For Hanes, the message is clear.

When you feel comfortable enough, almost nothing can throw you off.