HanesBrands, Inc.

John Shumate, VP of Brand Marketing
Brittany Bandy, Senior Brand Manager
Jonathan Binder, Senior Brand Manager

Energy BBDO *Lead Agency

Leah Gritton, EVP, Group Director, Integration
Chase Donahue, VP, Strategy Director
Juan Roman, Account Director
Tilbe Cakar, Account Supervisor
Jonathan Fussell, SVP, Executive Creative Director
Robin Laurens, SVP, Executive Creative Director
Josh Gross, Chief Creative Officer
Alan Parker, Chief Innovation Officer
Ze Baldin, Associate Creative Director
Gabriel Barrea, Associate Creative Director
John Pratt, EVP, Head of Integrated Production
Matt Scoville, EVP, Director of Unified Global Production Solutions
Daniel Kuypers, SVP, Executive Director of Music
Lauren Brown, SVP, Group Strategy Director

To build relevance with the critical Gen-Z audience, Champion needed to authentically connect with their values. We know they value equity and inclusion, and create today’s pop culture together with their favorite influencers on social media. So we partnered with Jalaiah Harmon, the creator of TikTok’s massively viral #RenegadeChallenge, to build relevance for Reverse Weave, while tackling an issue Gen-Z cared deeply about: injustice for Black creators on TikTok. With a tiny budget, the campaign broke into youth culture, improved sales +89%, and cut costs/online shopping sessions -70%.