• by Karl Greenberg , November 1, 2007

Hanesbrands Inc., which owns brands like Playtex, Champion and Wonderbra, is launching a 10-year strategic alliance with the Walt Disney Company. The deal gives the apparel company's two largest brands, Hanes and Champion, category exclusivity, product co-branding, attraction sponsorships and other brand visibility and signage at Walt Disney Parks and Resorts properties. As part of the deal, the Champion brand presence will be focused on Disney sports-themed venues.

The deal gives Hanes and Champion brands entrée at Disneyland Resort in Anaheim, Calif., Walt Disney World Resort and Disney's Wide World of Sports Complex Stadium--both in Lake Buena Vista, Fla.--and all eight ESPN Zone stores across the country.

On Wednesday, the partnership was launched with the unfurling of a 12-foot-wide, 14-foot-long Hanes T-shirt at the Disney-MGM Studios theme park's "Rock 'n' Roller Coaster Starring Aerosmith" in Lake Buena Vista, Fla.

That venue was chosen for the announcement because Hanes will also be the presenting sponsor of the ride. The Hanes brand will also have a store in Downtown Disney at Walt Disney World Resort.

The Champion brand, meanwhile, will have naming rights to the stadium at Disney's Wide World of Sports Complex, as well as brand placement and promotional opportunities at the complex. Also on tap are in-store opportunities at ESPN Zone restaurants and stores in Anaheim, Atlanta, Baltimore, Chicago, Denver, Las Vegas, New York City and Washington, D.C.

The company says apparel--such as T-shirts, tanks, fleece sweatshirts, sweatpants, hoodies and apparel for young children--will be co-labeled, including Disneyland Resort by Hanes, Walt Disney World by Hanes, Disney's Wide World of Sports Complex by Champion and ESPN Zone by Champion.

Matt Hall, spokesperson for Hanesbrands, says one of the benefits of the deal, for both companies, is the boost in incremental revenue from the co-branded apparel to be sold at within Disney properties. "Our consumer research shows a remarkable increase in purchase intent when both names are married," he says.

According to Hall, the stadium within the Wide World of Sports complex at Disney Orlando, where the Braves conduct spring training, will be renamed Champion field.

Hall says Hanesbrands will leverage the partnership beyond Disney properties. "Where we sell products at mass merchandisers and department stores we will have a robust marketing program, including contests, such as a chance to win Disney trips for the family, and various on-package communications, and special displays," he says.