Hanesbrands plans to nip locker room odor with FreshIQ basic apparel – Winston-Salem Journal


The musky, tear-inducing locker-room and gym-bag smell may become less invasive to the nostrils if Hanesbrands Inc.’s latest product innovation — FreshIQ — takes off with consumers.

The company is rolling out a major marketing push — in time for the holiday shopping season — for FreshIQ men’s underwear, socks, T-shirts and fleece products for its Hanes brand and for Champion outerwear T-shirts and the C9 line of boxer briefs.

That includes off-shelf displays “that’ll encourage trial and bonus packs and those kind of things to get the consumer to give it a try,” said Gerald Evans Jr., who took over as Hanesbrands’ chief executive on Oct. 1.

Hanesbrands conducted a soft retail launch in late September for what it is…


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