Hanes is celebrating the 30th anniversary of its partnership with Michael Jordan by putting special trading cards into 800,000 packages of its Comfort Flex Fit boxer briefs.
And 10 of those packs will actually be signed by the basketball legend.
Jordan and Hanes first teamed up in 1989 when the athlete scored his 10,000th point and hit “The Shot” at the buzzer in game five of the NBA playoffs against the Cleveland Cavaliers to give his Chicago Bulls the win.
“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,” said Sidney Falken, chief branding officer of Hanesbrands. “This is one of the longest-running and most successful partnerships of its type to date — a powerful statement about Michael and Hanes.”
A total of 170 different Fleer trading cards have been produced by The Upper Deck Company, each with a photo of Jordan from one of his Hanes advertisements. They are packaged in five-card packs.
“Through the years, we’ve certainly benefited from Michael’s enduring popularity with such a wide audience,” Falken added. “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.”
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.”
The underwear packs will be available in all of the brand’s retail channels, which include department and mass-market stores, as well as online. Television spots for the promotion will be aired during March Madness on network and cable stations.