Hanesbrands Inc. wants to prove to consumers that its performance apparel can withstand marketing claims. The apparel maker is running a campaign for its Champion and Duofold brands that has Canadian mountaineer Jamie Clarke climbing Mount Everest in its gear. (We hope that Clarke can withstand the cold and extreme terrain when attempting his feat next spring. He is a "three time Mount Everest explorer," so he probably can.) In January, Hanesbrand will debut a new "summit suit," which the company says "will keep Clarke warm and mobile in the high winds and severe cold" during his journey. Hanesbrands has also launched a Web site, ClimbEverestWithUs.com, for those who wish to watch (and follow). Visitors can "declare their own personal Everest" for a chance to win $10,000. With that kind of cash, you don't need to climb the world's highest mountain to be on cloud nine.
—Posted by Elaine Wong