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HanesBrands, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Hanesbrands, Inc. is a global consumer goods company based in Winston-Salem, NC. The company primarily sells apparel essentials such as bras, panties, t-shirts, men's & children's underwear, hosiery, socks, casualwear, and activewear.

Main Telephone (336) 519-8080
Main Fax (336) 519-4328
Primary Address
1000 East Hanes Mill Road
Winston-Salem, NC 27105

HanesBrands, Inc. Contacts

Contacts (5/46)
Name Title State
Howard U. President, Innerwear NC
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (336) 519-8080
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1000 East Hanes Mill Road
Winston-Salem, NC

Nadine H. President - Retail Outerwear NC
Rich N. Executive Chairman NC
Sidney F. Chief Branding Officer NC
Jon Z. Chief Consumer Engagement Officer NC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bali *
Barely There *
Flexees *
Hanes Her Way *
Just My Size *

Agency Relationships

Brand Agency Service From To
**** *'****** ****** ************** AOR - creative 2011 present
**** ***** ******* media buying & planning unknown present
****** ***** ********** AOR - creative 2004 present
****** ***** *** ****** ****** Creative, Digital 2006 present
****** ***** ***** ******* media buying & planning unknown present

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H2 Media Opps: Hanesbrands continues digital shift

Subject: digital, online, display, search, omnichannel, TV

Company: Winmo), Winston-Salem, NC-based maker of basic men’s and women’s apparel. Hanesbrands include Hanes, Champion, Playtex, Bali, L’eggs, Hanes and Wonderbra

Opportunity: In the Q1 earnings call, Hanesbrands COO Gerald Evans said this year much focus will be on the company’s core products with the “right balance” of promotion, media and innovation. During Q1, Hanesbrands began “rebalancing” marketing to drive core products. Evans said that, looking to H2, the company is “on track” to launch its next big innovation.

Another initiative is driving online growth. “As the migration to online accelerates,” said Evans,” we are reallocating our personnel and marketing resources to capture this consumer shift.” Evans noted that Hanesbrands’ US online sales across all channels increased 15% over last year and now represent 8% of the company’s domestic sales. Therefore, CEO Rich Noll reiterated that resources are being shifted to go after the burgeoning online opportunity. As such, martech and digital-focused readers should definitely reach out to Hanesbrands now. Q3-Q4 is traditionally Hanes’ top advertising period, according to Kantar Media. The company’s top brands (by Kantar Media spend) are Hanes, Playtex and Champion. 

Keep in mind that this time last year Noll mentioned that while Hanesbrands had traditionally relied on TV, digital was becoming a larger part of its mix (accounting for around a quarter of spend). However, Hanes still increased national TV spend last year over 2014 and most of its TV buys are weighted to H2 (more breakdown below). 

Additional Information

National TV Spend: So far this year, Hanes has spent $2.4 million to air one national TV spot (down slightly from the same period last year), according to

For FY 2015, Hanes spent $34.2 million on national TV ads  - up from $28.1 million in 2014. Since 2013, Hanes TV buys have been weighted to H2 (July to Dec), with the highest airings usually occurring from July to September (sellers, take note!). Additionally, show targeting has remained largely the same since 2013, with sports properties receiving the highest spend. 

Digital Breakdown:  In 2016, Hanesbrands has run 117 display and three high impact ads on 577 publishers (<1% mobile). Top ad destinations include,, and (23% placed site direct versus programmatically).

For the same period in 2015, 163 display, seven high impact and five video ads were run on 3,344 publishers (<1% mobile; 12% site direct).

For further comparison, Hanesbrands ran 356 display, 76 high impact and nine video ads on 3,612 publishers (<1% mobile; 21% site direct). Top sites included, and, and 

1000 East Hanes Mill Road
Winston-Salem, NC 27105
(336) 519-8080

Sidney Falken 
Chief Branding Officer – Hanes Brand
(336) 519-3663 (direct) 
Assistant: Lisa Taylor

Cathy Marchant 
Director, Brand Marketing – Champion Athleticwear
(336) 519-7532 (direct)

Matt Hale 
Senior Manager, Marketing – Playtex
(336) 519-8080