How should a new company with a 100-year old heritage leverage an innovative business partnership with one of the world's most beloved brands? Hanesbrands and Disney Parks and Resorts announced the news with a high-octane event at Walt Disney World that included a giant Hanes t-shirt, air-guitar contest and, of course, Mickey Mouse.
In October 2007, the companies announced a 10-year deal that exclusively places co-labeled Hanes and Champion apparel at Disney properties, including ESPN Zone restaurants and stores. The agreement also renamed Disney's Wide World of Sports complex, the spring training home of the Atlanta Braves as Champion Stadium. The event was broadcast live to Hanesbrands' corporate headquarters to engage employees in the relationship
The announcement served notice that the newly formed Hanesbrands, Inc., would focus on increasing the equity of its stable of popular apparel brands as a primary business strategy. Media outreach included an Associated Press story that generated millions of impressions.