US: Hanes, Champion brands to star at Disney resorts
T-shirt, bra and underwear maker Hanesbrands Inc has signed a major marketing deal with The Walt Disney Company which will see its Hanes and Champion apparel brands sold exclusively by Disney at its parks and resorts.
The10-year strategic alliance, details of which were announced today (31 October), also includes co-branding and attraction sponsorships.
All basic apparel sold by Disney at its parks and resorts, and at the company's ESPN Zone restaurants, will now be from the Hanes and Champion lines - and much of the clothing will be co-labelled too, including Disneyland Resort by Hanes, Walt Disney World by Hanes, Disney's Wide World of Sports Complex by Champion and ESPN Zone by Champion.
The basic apparel items to which the agreement applies include T-shirts and tanks and fleece sweatshirts, sweatpants, hoodies and other family fleece, including infant and toddler items.
"This alliance is a key component of our marketing programs to drive long-term growth and is part of our aggressive approach to building and investing behind our Hanes and Champion brands," said Hanesbrands CEO Richard A Noll.
"In addition to becoming key parts of the consumer experience at Walt Disney Parks and Resorts properties worldwide, Hanes and Champion will execute consumer marketing and promotional outreach in the retail apparel marketplace."
Among the initiatives, Hanes will have a customisable apparel venue in Downtown Disney at Walt Disney World Resort that will enable visitors to design and personalise their own custom T-shirts and other items.
It will also be the presenting sponsor of the Rock 'n' Roller Coaster Starring Aerosmith at Disney-MGM Studios in Lake Buena Vista, Florida.
And the stadium at Disney's Wide World of Sports Complex will be named the Champion Stadium.
"The Walt Disney Parks and Resorts alliance represents the largest marketing partnership to date for Hanesbrands and for our two largest brands, Hanes and Champion," added Kevin Hall, Hanesbrands executive vice president and chief marketing officer.
Terms of the deal have not been released, but it is estimated to be worth tens of millions of dollars.
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