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Hanesbrands Inc. and the Walt Disney Parks and Resorts Announce Multiyear Strategic Marketing Alliance: Rock 'n' Roller Coaster Starring Aerosmit
WINSTON-SALEM, N.C. (Business Wire EON) October 31, 2007 -- The alliance includes basic apparel exclusivity for the Hanes and Champion brands, product co-branding, attraction sponsorships and other brand visibility and signage at Walt Disney Parks and Resorts properties.
A giant Hanes concert T-shirt - 12 feet wide and 14 feet long - was unfurled at Rock 'n' Roller Coaster Starring Aerosmith at Disney-MGM Studios in Lake Buena Vista, Fla., to commemorate the occasion. During the event, Hanesbrands Chief Executive Officer Richard A. Noll explained that Hanes will be the presenting sponsor of the Rock 'n' Roller Coaster Starring Aerosmith, one of the park's most popular attractions. Hanes will also have a customizable apparel venue in Downtown Disney at Walt Disney World Resort that will enable guests to design and personalize their own custom T-shirts and other items.
Champion will also have naming rights for the stadium at Disney's Wide World of Sports Complex, the nation's premier amateur sports venue. In addition to Champion Stadium, there will be brand placement and promotional opportunities throughout the 220-acre complex that attracts more than 1.1 million visitors and 240,000 athletes every year. The alliance also includes in-store promotional and brand building opportunities at ESPN Zone restaurants and stores located in Anaheim, Atlanta, Baltimore, Chicago, Denver, Las Vegas, New York City and Washington, D.C.
"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 Noll. "Our alliance with Walt Disney Parks & Resorts, truly one of the world's greatest brands, is a perfect fit to maximize the brand strength and equity of both organizations. 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."
The partnership gives Hanesbrands apparel lines Hanes and Champion category exclusivity for select apparel 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.
"We have had a long-standing relationship with Hanes and Champion products and are proud to now have Hanesbrands as our newest alliance partner," said Meg Crofton, president of Walt Disney World Resort. "Our alliance with Hanesbrands is a natural given they are a leader in apparel and like us, look for strategic, innovative ways to extend their brand into communities throughout the world."
Much of the apparel 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. Basic apparel, under the terms of the agreement, is defined as T-shirts and tanks and fleece sweatshirts, sweatpants, hoodies and other family fleece, including infant and toddler items.
"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," said Kevin Hall, Hanesbrands executive vice president and chief marketing officer. "Our strategy is to focus on select, large-scale opportunities that leverage the size, strength and growth trends of our brands. We will be able to leverage our alliance with Walt Disney Parks and Resorts to create and develop additional consumer marketing and promotional programs at retail, including back-to-school and holiday programs, family vacation contests and awards, on-package messaging and in-store display. This is a marketing bonanza for Hanes and Champion."
Hanesbrands Inc.
Hanesbrands Inc. is a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands, including Hanes, Champion, Playtex, Bali, Just My Size, barely there and Wonderbra. The company designs, manufactures, sources and sells T-shirts, bras, panties, men's underwear, children's underwear, socks, hosiery, casualwear and activewear. Hanesbrands has approximately 50,000 employees in more than 25 countries. More information may be found on the company's Web site at www.hanesbrands.com.
Walt Disney Parks and Resorts
Walt Disney Parks and Resorts is where dreams come true and magic comes to life. This segment of The Walt Disney Company encompasses 11 theme parks at five of the world's leading family vacation destinations - Disneyland Resort, Walt Disney World Resort, Tokyo Disney Resort, Disneyland Resort Paris and Hong Kong Disneyland. It also includes the Disney Cruise Line; Disney Vacation Club; Adventures by Disney; Disney Regional Entertainment, which operates the ESPN Zone sports dining and entertainment centers; World of Disney stores in New York, Lake Buena Vista, Fla. and Anaheim, Calif.; and Walt Disney Imagineering, which creates and designs all Disney parks, resorts and attractions. Walt Disney Parks and Resorts had approximately $10 billion in revenues in fiscal 2006. More information about Walt Disney Parks and Resorts can be found at www.DisneyParks.com
EDITORS NOTE: For related images, please visit www.wdwpublicaffairs.com or www.wdwnews.com
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