HANES

HANES

A LOVE LETTER TO HIP-HOP

Paid tribute to hip-hop’s 50th anniversary by honoring the white tee as a symbol of hip-hop culture.

ROLE // ACCOUNT SUPERVISOR

KEY HIGHLIGHTS

Positive Sentiment: Sustained 100% positive sentiment across social media, strengthening Hanes' connection with the hip-hop community.
Noteworthy Partnerships: Built strong partnerships with Roc Nation and the A$AP team, essential for campaign success.
Influencer Engagement: 62% of influencers re-shared content from custom kits crafted in collaboration with artists like @asaptyy, @wilsonathletics, @wakai007, @rappingprincess.

Agency: The Martin Agency
Director: Shomi Patwary
Production Partner: Illusive Media
Producer: Marjorie Anacelia
Strategist: Alana Gleason
Social Media Manager: Megan Craig
ACD's: Kyle Kimball, Avi Steinbach, Rushil Nadkarni
Social Creative Lead: Nadezhda Camperlengo
Creative team: Isiah Timmons, Jacob Knight Thomas
Partners: Roc Nation, A$AP team
Account Director: Katie White
Account Supervisors:
Megan Spiess, Jessica Lockwood

CUSTOMIZED
INFLUENCER KITS

Partnered with Roc Nation and the A$AP team to spotlight 50 emerging hip-hop artists, each receiving a custom Hanes kit with the iconic white tee and a personalized thank-you note.

UNIQUE
INFLUENCER CONTENT

Handpicked influencers reimagined the Hanes white tee, sharing bold, personal stories that celebrated hip hop’s impact. Their unique content electrified engagement, showcasing Hanes’ place in the heart of hip-hop culture.