Steve Bratspies

Steve Bratspies (born 1967) is an accomplished business executive who served as Chief Executive Officer of HanesBrands from January 2020 until his planned departure at the end of 2025, or when a successor is named. During his tenure, Bratspies led HanesBrands through a dramatic transformation, focusing on operational excellence, portfolio streamlining, and strategic international growth.

Early Career and Background

Bratspies is a graduate of The Wharton School, holding an MBA in Strategic Management. He spent more than 15 years at Walmart, serving as Chief Merchandising Officer and Executive VP Food, where he drove digital transformation and managed more than $330 billion in annual sales. Prior roles included marketing leadership at Frito-Lay North America (PepsiCo) and management consulting with A.T. Kearney.

HanesBrands Leadership (2020–2025)

Bratspies was named CEO of HanesBrands effective August 3, 2020, succeeding longtime executive Gerald Evans. He took over a company with a powerful global brand roster, including Hanes, Champion, Playtex, Maidenform, Bonds, Bali, and others. HanesBrands is headquartered in Winston-Salem, North Carolina, and is one of the world’s largest manufacturers and marketers of everyday apparel.

Strategic Achievements and Impact

• Sale of Champion brand to Authentic Brands Group in mid-2024 for $1.2 billion, streamlining the company’s focus and delivering significant cash flow.
• Led HanesBrands through the COVID-19 pandemic, pivoting manufacturing to include masks and protective equipment under tight deadlines.
• Refocused operating model to basics and innerwear, cutting non-core businesses and closing underperforming brick-and-mortar locations.
• Fostered consumer-centric innovation, e-commerce growth, and a future-facing supply chain. Made significant investments in marketing (especially for Target, Walmart, Amazon, and digital-first channels).
• Achieved consistent topline growth and improved margins. In Q4 2024, net sales rose 4.5% year-over-year to over $888 million, with gross profit up 14% to $390 million and adjusted gross profit up 15% to $392 million. International business grew 2%, with robust performance in Australia, the Americas, and Asia.
• Oversaw multiple cost-saving initiatives and debt reduction programs, positioning HanesBrands for future investments and shareholder value.

Transition and Recent Developments

On February 13, 2025, HanesBrands announced Bratspies would leave at year’s end, with Spencer Stuart retained to find his successor. Bratspies will stay on in an advisory role to support the transition. According to Chairman Bill Simon, Bratspies’ “transformative leadership” included an overhaul of the supply chain and operating model, the Champion deal, and refocusing HanesBrands as a powerhouse in basics and innerwear. Under his leadership, the company gained momentum for increased performance and shareholder returns.

Bratspies highlighted a more simplified, focused, and asset-rich business ready for sustained growth: “We enter 2025 as a new company… well positioned to deliver positive sales growth, additional margin expansion, strong cash generation and continued debt reduction”.

Legacy and Vision

Steve Bratspies steered HanesBrands through crisis and transformation, delivering operational agility, strategic clarity, and solid results. His focus on basics, supply chain innovation, and consumer-centric brand management positions HanesBrands for its next phase of success.

Milestones and Achievements