Hanes and Michael Jordan celebrate their thirty-year partnership with a trading card promotion to commemorate the milestone anniversary.

Hanes has launched a consumer campaign to celebrate three decades of Michael Jordan and the ambassadorship of his favourite underwear label. From 11 March, over 800,000 specially-marked bonus packs of men’s intimates will contain anniversary trading cards.

A push which includes its Comfort Flex Fit boxer briefs, an assortment of 170 different Fleer designs have been created by The Upper Deck Company. Each one features a picture of the basketballer from one of his Hanes ads on the front and fun facts and stats on the back.

The merchandise is randomly inserted in five-card packs. Ten lucky shoppers will uncover an MJ-autographed piece. A limited number of packs with the trading cards will be available across the Hanes website and the brand’s retail channels, from dollar to department stores.

Fans can find the same on visual displays at Kohl’s, JC Penney, Walmart, Kmart, Meijer, and Dollar General. Television spots supporting the push will air during March Madness season. Key platforms include CBS, TBS, TNT, TruTV, and numerous other cable sports networks.

“Through the years, we have benefited from Michael’s enduring popularity with such a wide audience. He remains be a recognisable icon; we are thrilled to work with him to make the world a more comfortable place,” said Sidney Falken, Chief Branding Officer of Hanes.

In 1989, Jordan scored the 10,000th point in his basketball career and hit The Shot, one of the most memorable NBA playoff-series winning buzzer beaters in the history of the sport. That year, he became a Hanes brand partner and announced: Nothing else feels so right.

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