Hanesbrands launches Bonds in US with bold 'Down Under' campaign

“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” said Tanya Deans, President of Bonds Australia. “Americans might wonder - how are Aussies so laid back in a land filled with dangerous creatures like sharks, spiders, crocs, and snakes? The answer is simple: They’re all wearing Bonds.”

The creative campaign, Made for Down Under, brings that signature Aussie charm stateside, featuring conservationist and TV personality Robert Irwin (yes, that Irwin) and rising hip-hop star Tkay Maidza. Shot with real-life snakes and spiders, the fearless Australian spokespeople effortlessly model their favorite Bonds undies while posing in the midst of danger. Bonds has their backs – and bums – covered.

The Made for Down Under national campaign will roll out across OOH, digital, social, podcasts, and connected TV beginning in April and running through the rest of the year.

“We cannot wait for our U.S. mates to experience Bonds for the first time,” said Tanya Deans. “The average Aussie has 12 Bonds products in their home. We’re quite literally the first thing people put on in the morning, and the last thing they take off at night. Now, we’re excited to help Americans level up their top drawer with down under comfort.”

With more than 17,000 five-star reviews and a reputation for being wildly comfortable, Bonds boasts seriously ultra-soft, high-quality fabrics designed for all-day wear. Sizes range from XS-XXL (Women’s), S-3XL (Men’s), and 32A-38DD (Bras).

Here’s what’s dropping in the U.S.:

• Chafe Off- Say goodbye to chafing and g’day to all-day comfort thanks to super soft viscose from bamboo and features like inner thigh panels to keep you friction-free.
• Icons – Bold, fresh, and effortlessly cool. Our Icons range are beloved wardrobe staples for women, blending cotton comfort with modern, seamless designs.
• Originals – The Aussie OG undies, now stateside. Sleek and comfy, and built to last.
• X-Temp Air – Innovative cooling technology that responds to your body heat (because no one wants a sweaty down under).
• Everyday – Classic, no-fuss, and unbelievably soft men’s trunks and boxer briefs.
• Bonds Chesty Tanks – This timeless Aussie icon is known for its simple, easy-going comfort. Slim fit, stretch cotton and made to layer or wear solo.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

ALCHEMPro News Desk (RM)