Hanes Leaps Into Athleisure Category with Hanes Moves
Hanes has launched its first-ever cross-category athleisure collection, Hanes Moves, marking a significant expansion beyond its core basics business. The comprehensive line includes athletic-inspired innerwear and apparel for men, women, and children, featuring innovative performance technologies and design elements.
The collection combines technical features such as moisture-wicking, odor control, anti-chafe properties, and functional storage solutions. Key products include the Ultimate Men's Anti-Chafe Boxer Brief with Total Support Pouch, Women's 7/8 Leggings with Internal Pocket, and various performance-oriented apparel items.
Available at Hanes.com, Amazon, Walmart, Target, and Kohls, the collection is priced between $8 and $45. The launch represents Hanes' strategic move to unite its expertise in innerwear, apparel, and performance technology into a unified collection targeting everyday comfort and versatility.
Hanes ha lanciato la sua prima collezione di abbigliamento athleisure cross-category, Hanes Moves, segnando un'importante espansione oltre il suo business di base. La linea completa include intimo e abbigliamento ispirati allo sport per uomini, donne e bambini, con tecnologie innovative per le prestazioni e elementi di design.
La collezione combina caratteristiche tecniche come l'assorbimento dell'umidità, il controllo degli odori, proprietà anti-sfregamento e soluzioni di stoccaggio funzionali. I prodotti chiave includono il Boxer Brief Antisfregamento Uomo Ultimate con Tasca di Supporto Totale, i Leggings 7/8 Donna con Tasca Interna e vari articoli di abbigliamento orientati alle prestazioni.
Disponibile su Hanes.com, Amazon, Walmart, Target e Kohls, la collezione ha un prezzo compreso tra $8 e $45. Il lancio rappresenta la mossa strategica di Hanes per unire la propria esperienza in intimo, abbigliamento e tecnologia delle prestazioni in una collezione unificata mirata al comfort quotidiano e alla versatilità.
Hanes ha lanzado su primera colección de athleisure de categoría cruzada, Hanes Moves, marcando una expansión significativa más allá de su negocio de básicos. La línea integral incluye ropa interior y prendas inspiradas en el deporte para hombres, mujeres y niños, con tecnologías innovadoras de rendimiento y elementos de diseño.
La colección combina características técnicas como la absorción de humedad, control de olores, propiedades anti-rozaduras y soluciones de almacenamiento funcionales. Los productos clave incluyen el Boxer Brief Antirozaduras para Hombre Ultimate con Bolsa de Soporte Total, Leggings 7/8 para Mujer con Bolsillo Interno y varios artículos de ropa orientados al rendimiento.
Disponible en Hanes.com, Amazon, Walmart, Target y Kohls, la colección tiene un precio que oscila entre $8 y $45. El lanzamiento representa el movimiento estratégico de Hanes para unir su experiencia en ropa interior, prendas y tecnología de rendimiento en una colección unificada dirigida al confort diario y la versatilidad.
Hanes는 카테고리 간의 첫 번째 애슬레저 컬렉션인 Hanes Moves를 출시하여 기본 비즈니스를 넘어서는 중요한 확장을 알렸습니다. 이 포괄적인 라인은 남성, 여성 및 아동을 위한 운동에서 영감을 받은 속옷 및 의류를 포함하며, 혁신적인 성능 기술 및 디자인 요소가 특징입니다.
컬렉션은 수분 흡수, 냄새 제어, 마찰 방지 속성 및 기능적인 저장 솔루션과 같은 기술적 기능을 결합합니다. 주요 제품으로는 Total Support Pouch가 포함된 Ultimate 남성용 Anti-Chafe Boxer Brief, 내부 주머니가 있는 여성용 7/8 레깅스, 다양한 성능 지향 의류 항목이 있습니다.
Hanes.com, Amazon, Walmart, Target 및 Kohls에서 구매할 수 있으며, 가격은 $8에서 $45 사이입니다. 이번 출시로 Hanes는 속옷, 의류 및 성능 기술에 대한 전문성을 통합하여 일상적인 편안함과 다목적성을 겨냥한 통합 컬렉션을 만들고자 하는 전략적 움직임을 나타냅니다.
Hanes a lancé sa toute première collection athleisure inter-catégories, Hanes Moves, marquant une expansion significative au-delà de son activité de base. La ligne complète comprend des sous-vêtements et des vêtements inspirés du sport pour hommes, femmes et enfants, avec des technologies de performance innovantes et des éléments de design.
La collection combine des caractéristiques techniques telles que l'évacuation de l'humidité, le contrôle des odeurs, des propriétés anti-frottement et des solutions de rangement fonctionnelles. Les produits clés incluent le Boxer Brief Anti-Frottement pour Hommes Ultimate avec Poche de Support Total, les Leggings 7/8 pour Femmes avec Poche Interne, et divers articles de vêtements orientés vers la performance.
Disponible sur Hanes.com, Amazon, Walmart, Target et Kohls, la collection est proposée à des prix variant de 8 à 45 dollars. Le lancement représente le mouvement stratégique de Hanes pour unir son expertise en sous-vêtements, vêtements et technologie de performance en une collection unifiée axée sur le confort quotidien et la polyvalence.
Hanes hat seine erste athleisure Kollektion über mehrere Kategorien hinweg, Hanes Moves, lanciert, was eine bedeutende Erweiterung über das Kerngeschäft hinaus darstellt. Die umfassende Linie umfasst sportlich inspirierte Unterwäsche und Bekleidung für Männer, Frauen und Kinder und bietet innovative Leistungstechnologien und Designelemente.
Die Kollektion kombiniert technische Merkmale wie Feuchtigkeitsableitung, Geruchskontrolle, Anti-Reibungseigenschaften und funktionale Aufbewahrungslösungen. Zu den Hauptprodukten gehören der Ultimate Men's Anti-Chafe Boxer Brief mit Total Support Pouch, die Women's 7/8 Leggings mit Innentasche und verschiedene leistungsorientierte Bekleidungsartikel.
Erhältlich bei Hanes.com, Amazon, Walmart, Target und Kohls, liegt der Preis der Kollektion zwischen 8 und 45 Dollar. Der Launch stellt Hanes' strategischen Schritt dar, sein Fachwissen in Unterwäsche, Bekleidung und Leistungstechnologie in einer einheitlichen Kollektion zu vereinen, die auf alltäglichen Komfort und Vielseitigkeit abzielt.
- Strategic expansion into the growing athleisure market segment
- Comprehensive product range across multiple demographics (men, women, children)
- Wide retail distribution through major channels
- Competitive pricing strategy ($8-$45 range)
- Integration of performance technology enhancing product value proposition
- Entering highly competitive athleisure market with established players
- Potential impact on margins due to competitive pricing strategy
- Risk of brand dilution from core basics business
Insights
Hanes' launch of Hanes Moves represents a strategic pivot into the competitive athleisure market, marking the company's first cross-category expansion beyond its traditional basics. This move addresses shifting consumer preferences toward versatile, functional apparel that transitions between activities.
The comprehensive collection spans men's, women's, and children's products with technical features including moisture-wicking, anti-chafe properties, and integrated storage - positioning Hanes to compete on both performance and comfort. The
Distribution through major retail partners (Amazon, Walmart, Target, Kohl's) alongside direct channels leverages Hanes' existing relationships while maximizing consumer accessibility. This multi-channel approach should drive initial trial and visibility.
From an investor perspective, this represents Hanes' attempt to capture growth in adjacent categories while leveraging core manufacturing competencies. However, the company faces significant challenges: the athleisure market is crowded with established specialty and value players, and Hanes must overcome perception barriers as primarily a basics brand.
Without financial projections or specific growth targets in the announcement, the near-term revenue impact remains uncertain. Success will depend on execution, marketing support, and retailer placement within this highly competitive category.
Hanes is redefining comfort with its first-ever cross-category athleisure collection bringing bold design, smart performance features, and unbeatable value
Hanes is redefining comfort with its first-ever cross-category athleisure collection bringing bold design, smart performance features, and unbeatable value. (Photo: Business Wire)
With a deep legacy in basic essentials, Hanes is expanding beyond its core categories under the Hanes Moves umbrella. Whether consumers are staying comfy on the couch, running errands, or hitting the gym, Hanes Moves ensures that the wearer is comfortable and ready for anything. Colorful matching sports bras and leggings, streamlined moisture-wicking tees, and supportive running shorts mean you don’t have to compromise style for comfort.
“We know that our shoppers rely on Hanes for comfortable basics that power their everyday activities,” said Joe Cavaliere, Group President, Global Innerwear, Hanesbrands. “With Hanes Moves, we’re bringing that same trusted comfort into the athleisure space, offering versatile pieces that transition effortlessly from your workout to your daily routine. This collection is a natural progression for Hanes, uniting our expertise in innerwear, apparel and performance technology into a single, unified collection. Our customers look to us for innovation and incredible value, and Hanes Moves delivers exactly that - style, performance, and all-day comfort in one.”
Hanes Moves builds on Hanes’ commitment to protect against the uncomfortable, like chafing and sweat. The collection combines technology and performance with specific innovations including:
- Chafing and cooling solutions for men’s and boy’s underwear
- Breathable stretch technology for women’s underwear
- Moisture-wicking, odor control, and anti-chafe properties across apparel
- Functional storage solutions in legging and shorts for phones and keys
- Leak protection integrated into select women’s styles
The launch ushers in a new era of Hanes basics, a redefinition of the modern basics wardrobe.
“Hanes Moves was a natural extension from our core basics,” said Jane Newman, Chief Design Officer, Global Innerwear, HanesBrands. “We have evolved from classic essentials to fashion basics, then to comfy loungewear at home. With Hanes Moves, we are excited to make our mark with stylish, functional athleisure. We focused on the technical features because our customer wants to feel comfortable and stylish throughout their day, no matter what they are doing.”
Hanes Moves offers a variety of men’s and women’s activewear, and men’s, women’s and kids’ innerwear, ensuring there is something for everyone across their stage of life. Key highlights in the collection are:
- Hanes Moves Ultimate Men's Anti-Chafe Boxer Brief Underwear, Total Support Pouch, X-Temp
- Hanes Moves Women's 7/8 Leggings with Internal Pocket
- Hanes Moves Ultimate Men's Breathable Mesh Crewneck T-Shirt, X-Temp
- Hanes Moves Men's Total Support Pouch Shorts with Built-In Boxer Brief
- Hanes Moves Women's V-Neck Crop Bralette
- Hanes Moves Boys’ Performance Stretch Boxer Brief Underwear
- Hanes Moves Women's Bike Shorts with Internal Pocket
The collection boasts an enormous variety of men’s, women’s and kids’ innerwear and apparel, retailing from
About HanesBrands
Hanes, America’s No. 1 apparel brand, has been a trusted name in comfort and quality for over a century. As a leading provider of intimates, underwear, sleepwear, socks, and casual apparel, Hanes is committed to delivering innovative designs that prioritize fit, durability, and everyday ease. The brand is also dedicated to sustainability, with a focus on responsible sourcing, reducing environmental impact, and supporting ethical manufacturing practices. Hanes products are available at major retailers nationwide and directly at www.Hanes.com, making comfort accessible to everyone.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250311140106/en/
News Media contact: Jonathan Binder (336) 682 9654
Source: HanesBrands
FAQ
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