Hanes is an American multinational clothing company based in Winston-Salem, North Carolina. In 1996 / ’97, Tina Turner was the spokeswoman for Hanes Hosiery lines with television commercials and print advertisements. Hanes was also the sponsor of the American leg of Tina’s Wildest Dreams Tour and released a special Collectors Edition promo sampler, only available in Hanes stores. The campaign with a budget estimated at $20 million was created by the Arnell Group in New York. The TV commercials take place as Tina shooted the music video clip for Missing You, the first American single from the album Wildest Dreams.
„We had done a survey asking women and men to tell us who they think of when they think of legs, and the No. 1 response was Tina Turner. And when we spoke about getting Tina Turner as a spokeswoman, every single person said, 'Of course; why didn't anyone do this before?' It made us feel stupid for not doing it sooner.“