Hanes^®, America’s number one apparel brand¹, introduces “Get Comfortable,” a bold new campaign showing that real confidence comes from true comfort.

For more than 125 years, Hanes^® has made simple, thoughtfully designed products built around real comfort. Now, as part of a broader brand evolution, Hanes^® shows off what that comfort can feel like when it shows up in unexpected situations.

“We wanted to focus on a clear message said boldly and simply: the true comfort of Hanes^® gives you the confidence to be yourself,” says Kimberly Franklin, Vice President of Marketing at Gildan.

Brought to life across four featured videos, the campaign puts that idea into motion, giving audiences a double take as everyday characters find themselves in situations where they’d normally feel exposed, only to reveal the quiet confidence that comes from being fully comfortable in what they’re wearing. It’s a modern spin on the brand’s core message, using humor and bold visual storytelling to make “Get Comfortable” both an invitation and a promise.

“Taking one of Hanes^®’ most enduring brand truths and expressing it in this bold, memorable campaign reflects where we want Hanes^® to go next,” says Howard Upchurch, President of Retail at Gildan. “For a brand that’s been comfortable for 125 years, we’re reimagining what that comfort looks like today for a new generation of consumers who define style on their own terms.”

The campaign includes bold imagery across New York City transit and nationally across social platforms, online video, retail and display, and all Hanes^®-owned channels.

Building on a 125-year legacy of comfort to step out with a new interpretation, “Get Comfortable” marks a new chapter for Hanes^®—proving that real confidence has always started with feeling comfortable. 

See more on the Hanes^® website.

¹Source: Circana / U.S. Consumer Tracking Service / Unit Share / 12ME June 2026