Hanesbrands Inc. said its Champion and Duofold apparel brands will be used by an expedition team that plans to climb Mount Everest next spring. Leading the expedition will be Jamie Clarke, who has climbed the highest mountain peaks on all seven continents.

Clarke's group will conduct a training climb next month on Mount Pumori in Nepal, a 23,494-foot mountain near Everest. The team will use socks, base layers, insulating layers and soft- and hard-shell garments developed by Hanesbrands' research and development team.

Hanesbrands is also developing a “summit suit” for Clarke for the Everest climb. The partnership is designed to drive brand awareness and showcase the company’s research and development innovation and textile science leadership.

“Expedition Hanesbrands: Climb With Us” will be lead by accomplished international mountaineer and motivational speaker Jamie Clarke and will begin next month with a training climb of Mount Pumori in Nepal, a 23,494-foot-high Himalayan neighbor to Mount Everest. The Everest summit bid will take place in the spring 2010 Himalayan climbing window.

In January 2010, Hanesbrands expects to unveil a one-of-a-kind summit suit designed to keep Clarke warm and mobile in the high winds and severe cold on the highest reaches of 29,035-foot Everest, the highest peak in the world.

The expedition will feature two Web sites to follow the team’s progress, including Champion’s “Climb Everest With Us” Web site that houses an online community for users to declare their own personal Everest and a chance to win to win $10,000 to fulfill their dream. The site is located at www.ClimbEverestWithUs.com.

“Champion and Duofold have a long history of authenticity and innovative apparel,” said Kevin Hall, executive vice president and general manager of outerwear for Hanesbrands. “This expedition is a great way for us to leverage our history and expertise through marketing programs, including engaging and informative Web sites and consumer contests. By bringing the strengths of both brands together, we are also exploring new cold-weather training gear inspired by the research and development we are doing for the noncommercial apparel Jamie will use high on Everest.”

Hanesbrands is also kicking off a “What’s Your Everest” wellness program for its headquarters employees. Participants will undergo a comprehensive health screening to set their fitness baseline and will meet with a health coach to set their wellness Everest and create a path to reach their goals. Clarke will visit Hanesbrands headquarters tomorrow to trek through the offices to engage employees and unveil the program.

Clarke, of Calgary, Alberta, has been taking part in expeditions for more than 20 years. His summits of the world’s highest peaks on all seven continents include reaching the top of Everest in 1997. Clarke, who has authored two books and has been featured in two National Geographic documentaries based on his adventures, describes himself as being a person of ordinary abilities who accomplishes extraordinary things as a result of desire, planning and commitment.

“My goal through Expedition Hanesbrands is to inspire people to achieve their dreams, especially the dreams that may feel unattainable,” Clarke said. “I have chosen adventure as my vehicle for inward and outward exploration. I am excited about going back to Everest with great partners in Champion, Duofold and an industry-leading R&D team.”

Champion “Climb Everest With Us” Marketing Programs

Champion has launched its ClimbEverestWithUs.com Web site to track the expedition and host the “What’s Your Everest?” online social community. Written or video entries submitted online by Dec. 31, 2009, are eligible to win a $10,000 prize to help the winner achieve his or her personal Everest.

Each entry will be featured on the site where visitors can share, view and comment. The site acts as an online community that allows others to provide support and advice to those who have submitted an entry. A Facebook application allows participants to directly link to their personal Facebook pages for easy sharing of dreams with friends.

“Champion believes our own summit awaits each of us,” said Claire Edgar, Champion brand marketing director. “Champion’s Everest expedition can use the symbolism of the highest peak in the world to help all of us achieve our own goals and dreams. Champion is all about ‘How You Play.’”

The Champion ClimbEverestWithUs.com Web site will also feature weekly inspirational videos from Clarke called Steps to the Summit. The site also has a “What’s Your Everest?” video filmed by students at the North Carolina School for the Arts.

Expedition Hanesbrands Web Site

Expedition Hanesbrands’ ClimbWithUs.com Web site will feature articles about Everest, Nepal, Sherpas and the gear developed for the expedition team; frequent audio, photo and video expedition updates; and content provided by outdoor adventure freelance writers Stephen Regenold and Stephanie Pearson. It will share the “What’s Your Everest?” online community with the Champion Web site through a link.

Twitter users may follow the expedition at http://twitter.com/ClimbWithUs.

Regenold and Pearson have been hired to form a communications team for the expedition and assist in the development of content for the Web sites. They will join the climbing team at Everest Base Camp next spring and will have the opportunity to test and experience some of the specially-designed Champion and Duofold apparel being created for the team.