WINSTON-SALEM, N.C.: To celebrate the 30th year of its association with basketball legend Michael Jordan, US underwear brand Hanes launched a special promotion Monday.
More than 800,000 specially marked bonus packs of Hanes men’s underwear, including Comfort Flex Fit boxer briefs, will contain a pack of 30th Anniversary Michael Jordan trading cards. A total of 170 different Fleer trading cards have been produced by The Upper Deck Company, each with a picture of Jordan from one of his Hanes advertisements on the front and vital statistics and fun facts on the back. Ten consumers will find this rare Michael Jordan autograph card with his signature in their packs.
It all started in 1989. Jordan scored the 10,000th point in his basketball career and hit “The Shot”, one of the most dramatic NBA playoff-series winning buzzer beaters in the history of the sport. It was also the year that Jordan and Hanes first teamed up and told consumers that, “Nothing else feels so right”.
The partnership has stood the test of time, according to Sidney Falken, chief branding officer for HanesBrands.
“Michael has always had his pick of brands to endorse, and we are incredibly honored that he has chosen to stay with ours for the past three decades,” Falken said. “This is one of the longest-running and most successful partnerships of its type to date – a powerful statement about Michael and Hanes.”
“Through the years, we’ve certainly benefitted from Michael’s enduring popularity with such a wide audience,” Falken said. “MJ continues to be one of the most recognizable people in the world, and we’re thrilled he’s working with us to make the world a more comfortable place.”
Reflecting on 30 years with the company, Jordan said: “I’ve always had a special bond with Hanes and the people there. We’ve been together for a long time now spreading the word about comfort, style and innovation – and filming some fun commercials along the way. It’s truly been a great relationship, and I’m happy to be celebrating this milestone with them.”
Television spots supporting the promotion will be aired during March Madness on CBS, TBS, TNT and TruTV; on ESPN, CBS Sports and other cable sports networks; and on FX, MTV/MTV2, ION and a variety of other cable stations.
