Hanes: The Great Softening

The launch of Hanes Originals with SuperSoft fabrics will kick off with a creative campaign. “The Great Softening”, developed by The Martin Agency, takes viewers on a journey to the Wild West, where the rugged turn soft. Hanes’ legacy begins in 1901, when the creation of the iconic brand would begin its journey to becoming the No. 1 brand of underwear2 in the U.S. that it is today. “The Great Softening” juxtaposes the tough landscape of the early 1900’s with the unmatched softness of Hanes in 2024.