Hanes, one of the world’s leading apparel brands wanted to reconnect with the youth consumer by relaunching the iconic 80’s franchise – the Hanes Beefy-T. FFB was charged with creating a resonant brand experience to drive sales and reintroduce a new generation to the brand.
The FFB Collaboration team executed a comprehensive marketing strategy to relaunch the iconic Hanes Beefy-T. which included a dynamic graphic tee program, featuring the most on-trend and culturally relevant graphic artists in the industry, a targeted social media influencer campaign that connected with core Gen Z consumers, and an immersive in-store experience.
Select styles sold out due to the high demand post-campaign launch. 8 out of 10 styles sold out. 80% sellout. Over 5 Million impressions.