Jordan Stars in Hanes Advertisement

 By: Allison Nichols

Retired from the Chicago Bulls, Michael Jordan’s still first on the team in the game of endorsements. His most recent score is a television ad for Hanes on which aired on June 2.

            Jordan is pictured with Charlie Sheen in a humorous advertisement for Hanes Lay Flat Collar Undershirts and Hanes No Ride-Up Boxer Briefs, the brand’s latest product, which focuses on comfort and fit.

Michael Jordan endorses Hanes by sporting their Lay Flat Collar Undershirt.
(Photo courtesy of Ralph Green, Hanes Co.)

Running in 15- and 30-second formats, viewers are taken into a day in the life of Sheen as he crosses paths with Jordan and assumes the role of an over-enthusiastic fan excited to be wearing the same brand of undershirts and underwear as the sports superstar.

            The advertisement, created by The Martin Agency of Richmond, VA, debuted during the NHL Finals on NBC then during the NBA Finals on ESPN and NASCAR on ESPN this week.

The superstar status of Jordan appeals to men, an important market for Hanes because menswear comprises about a third of its business. And increasingly, men buy their own undergarments.

“We have found that when consumers see Mr. Jordan, they immediately know it is Hanes,” said Sidney Falken, senior vice president of the Hanes brand.

The idea behind the advertisement is to convey the idea that Hanes name can be found on apparel that is more stylish, colorful and comfortable than consumers traditionally believe.  Because ''consumers know this brand really well,'' Falken said, using celebrities they may not

expect to see endorsing Hanes, such as Jordan, are used to get this point across.

“We use Michael in a different way than Nike or Gatorade does,” said David Robertson, the brand’s director of marketing. “They use him as the basketball player, we’ve always used him as the person and we’ve found that his stardom transcends the game.”

Numerous other companies have used Jordan’s superstar status to endorse their products, such as Nike, McDonald’s, Gatorade, Wheaties, and Ball Park Hot Dogs.  Other brands, such as Hanes, continue to use Jordan for endorsement even after retirement.

Jordan is a successful endorsement for so many brands and advertisements because of his stellar sports record; he led the NBA in scoring for seven consecutive seasons from 1987 to 1993 and again from 1996 to 1998. He was a five-time NBA season Most Valuable Player and a six-time finals MVP.

Jordan’s endorsement income is estimated to be over $40 million each year. He receives $20 million a year in endorsements from Nike alone for his Jordan brand, which rakes in $800 million in sales a year.

Jordan and Sheen advertise Hanes undershirts.

(Video courtesy of youtube.com)