• by Fern Siegel , June 14, 2024

Hanes has named Special U.S. its agency of record after a competitive pitch.

The Martin Agency was the incumbent.

Hanes is one of the country’s most popular apparel and underwear brands. Special will lead brand strategy and creative development. New campaigns will launch later in the year and roll into 2025.

Kelsey Hodgkin, CEO at Special U.S., said the brand has been “a staple in so many of our lives for more than a century," adding the agency and Hanes will “write this next chapter of comfort together.”

The news of the Hanes win follows Special’s recent announcement of Amy Ferguson as partner-Chief Creative Officer in New York.

Special U.S. is an independent creative agency based in Los Angeles and New York. Client work includes Fox Sports, Roblox and Uber.