Michael Jordan in the starting lineup for Hanes campaign

The second phase of a new humorous advertising campaign for Hanes underwear products has been put into motion, once again starring basketball great Michael Jordan. Hanes Men's Underwear with Comfort Flex Waistbands are the featured products.

The multimedia campaign features humorous television and radio commercials, along with use of the internet, digital activations and strategic partnerships. It continues a relationship between the company and Jordan that goes back some 20 years.

“Hanes strives to keep people looking and feeling great by creating comfortable apparel solutions that provide confidence from the inside out,” said Sidney Falken, SVP, Hanes brand. “Consumer research tells us that the number one concern for men regarding underwear bottoms is uncomfortable waistbands that pinch or bind. Hanes Comfort Flex Waistband was created to address these issues by maintaining a superior fit that stays in place throughout the entire day. We are excited to highlight our new product through comical ads with Michael Jordan.”

“With these ads, Hanes has created a fun and amusing way to talk about the need for comfort in every situation,” Jordan said. “I've been working with Hanes for 20 years now and I'm always proud to support their efforts to bring comfort to the next level.”