ATLANTA — Hanes is going on tour with its ComfortZone brand to get guys into the Hanes ComfortSoft T-shirts and underwear.
The Hanes ComfortZone Tour, which kicked off in the Southeast in early July and will continue through the fall in cities across the U.S., uses a mixture of interactive elements to interest men and features the Hanes Comfort Force, a team of four female brand ambassadors traveling in a branded ComfortZone SUV who will utilize an array of interactive games and giveaways through which guys can experience ComfortZone product innovation firsthand.
The tour is scheduled to appear at a variety of guy-friendly events across the country, including the Summer Shoot-Out in Charlotte, N.C., the Atlanta Braves vs. St. Louis Cardinals baseball series in Atlanta in July, and country music concerts by Kenny Chesney and Toby Keith in August.
ComfortZones with couches, plasmas screen TVs, food, drinks and music will be set up outside of sporting events, concerts, race tracks and other places where men gather. During major events, the Hanes Comfort Force will ask guys to change their underwear, inviting them to enter a Hanes-branded changing booth where they can swap their current underwear for a new pair of Hanes ComfortSoft boxers.
The team will also give away free products during spontaneous visits to local fire stations, softball tournaments, college campuses and other male hangouts.
In conjunction with the tour, Hanes has launched an interactive web site that will feature videos taken by the Comfort Force.