Everyday basic apparel retailer Hanesbrands Inc. (HBI Quick QuoteHBI - Free Report) has launched FreshIQ Advanced Odor Protection Technology for its line of men’s underwear, socks, T-shirts and fleece products.

The FreshIQ Odor technology controls microbial growth and prevents unpleasant odor in the apparel. Men’s socks and underwear with FreshIQ antimicrobial protection are available at major retailers like Wal-Mart Stores Inc. (WMT Quick QuoteWMT - Free Report) , Target Corp. (TGT Quick QuoteTGT - Free Report) , Kohl’s Corp. (KSS Quick QuoteKSS - Free Report) and J.C. Penney Company Inc. Further, it is directly available to consumers in the company’s website as well as its owned stores. The company plans to introduce the technology to additional products through fall 2017.

Additionally, Hanesbrands supported the launch with marketing campaign named ‘End the Smellfie.’ The campaign focuses on the benefit of the new FreshIQ technology. It exhibits the advantages of FreshIQ technology and the way it makes the user feel fresh and confident throughout the day.

Alongside tapping into social media like television commercials where it is flashed on channels like ESPN and on programs such as the NFL on CBS, the company also uses digital advertising through Facebook and Instagram for displaying the product

Innovation has traditionally been a strong suit for Hanesbrands helping it to deliver better-than-expected sales over the recent quarters. The Innovate-to-Elevate strategy (focused on value-added, higher-priced and high-margin items that can be supplied at lower costs) has helped the company increase its adjusted operating profit margin and generate significant cumulative cash from operations.

However, a challenging operating environment and unfavorable inventory levels may pose problems for the company. Hanesbrands currently carries a Zacks Rank #4 (Sell).

You can see the complete list of today’s Zacks #1 (Strong Buy) Rank stocks here.

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