Hanes Launches First-Ever Cross-Category Athleisure To Challenge Premium Brands

Hanes, America’s No. 1 basic apparel brand, has launched Hanes Moves, its first-ever cross-category athleisure line, marking a strategic expansion into the $55 billion activewear market. The collection, unveiled March 11, 2025, blends performance technology with affordability, offering innerwear and apparel for men, women, and children priced between $8 and $45.

Comfort Meets Functionality

 

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Hanes Moves integrates technical features tailored for everyday use:

• Anti-Chafe Solutions: Cooling technology in men’s and boys’ underwear.
• Moisture-Wicking Fabrics: Odor control and breathable stretch materials across apparel.
• Functional Design: Built-in pockets in leggings and shorts for phones/keys, leak protection in select women’s styles.

Key products include:

• Ultimate Men’s Anti-Chafe Boxer Brief ($14) with Total Support Pouch.
• Women’s 7/8 Leggings ($28) with internal storage.
• Breathable Mesh Crewneck T-Shirt ($12) for men.

From Basics to Athleisure

 

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The launch reflects Hanes’ evolution from classic essentials to versatile, performance-driven wear. Joe Cavaliere, Group President of Global Innerwear, stated:

“This is a natural progression, uniting our expertise in innerwear, apparel, and performance tech”. Jane Newman, Chief Design Officer, emphasized prioritizing “technical features to keep customers comfortable and stylish all day”.

Entering a Crowded Arena

 

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Hanes faces stiff competition from established athleisure brands like Lululemon and Nike. However, its competitive pricing and mass retail distribution (Amazon, Walmart, Target, Kohl’s) position it to attract budget-conscious consumers. As consumers prioritize multifunctional apparel, Hanes Moves bridges the gap between affordability and performance. While risks remain in a competitive market, Hanes’ legacy in comfort and widespread retail partnerships could drive adoption among loyal customers and attract new audiences.