Marvel Entertainment and Hanes partnered to celebrate the release of GUARDIANS OF THE GALAXY VOL. 2. The partnership included a TV and digital media campaign in which comparisons were made between Hanes Fresh IQ Advanced Odor Protection technology - advanced technology, durability, adorability, and baby softness to the team of superheroes from the film. Point of Sale Displays were featured in Walmart, JCPenney, Kohl's, Walgreen's and Military Stores.

The partnership also incorporated a gift-with-purchase promotion, which included Marvel trading cards and a Marvel movie rental.