Hanes Hip Hop 50

The Martin Agency

To honor 50 years of Hip Hop culture and the deep roots between that culture and street style, Hanes launched the Hip Hop 50: The Iconic White Tee campaign. The campaign celebrated Hanes’s longstanding legacy in fashion and culture, especially how the plain white tee has been adopted in Hip Hop style for 50 years. The purpose was to connect Hanes with artists and fans, reinforcing authenticity, cultural relevance and style heritage. I managed the influencer partnerships for the campaign, collaborating with emerging artists to spotlight the iconic white T-shirt in celebration of 50 years of Hip Hop. Creators were given full artistic freedom to infuse their own style and storytelling.