Hanesbrands Inc. partnered with International mountaineer Jamie Clarke for Expedition Hanesbrands that would take the company to Mt. Everest in April 2010. The two-year initiative highlighted Hanesbrands research and development capabilities through the creation of one-of-a-kind cold weather gear for the climbing team under the company's Champion and Duofold brands.
Hanesbrands introduced the Champion and Duofold gear during the public announcement of the climb in September 2009. The launch involved outreach to traditional and social media, an intensive Twitter campaign with influencers in the outdoor adventure community and an Expedition Hanesbrands channel on GearJunkie.com
We successfully engaged millions of consumers, especially outdoor enthusiasts, in traditional and social media to create significant interest for the unveiling of the Champion Supersuit, the thinnest extreme weather suit ever developed. We also drove awareness in anticipation of the kick-off for the April 2010 expedition to Mount Everest.