Bonds takes a bold leap into the US market, backed by Robert Irwin and Tkay Maidza

One of Australia’s most iconic brands is heading stateside. Bonds, known for its irreverent tone and cultural relevance, has launched in the US, under an exclusive partnership with online retail giant Amazon.

A Made for Down Under campaign created by Special Australia and fronted by wildlife personality Robert Irwin and rising hip-hop star Tkay Maidza, marks Bonds’ first major international push and lands at a fascinating time. With the US ramping up tariffs on imported goods and global brands facing increasing scrutiny on supply chains and localisation, the move is equal parts bold and timely.

The campaign leans hard into Aussie clichés - deadly wildlife, outback humour, laid-back confidence - with the clear intent to make a splash in a crowded US apparel market.

“Bonds have been keeping Aussies comfy for over 100 years, so launching in the US is an exciting new chapter,” said Kedda Ghazarian, head of marketing at Bonds. 

The campaign will run nationally across digital, OOH, social, connected TV and the SiriusXM podcast network, supported by media agencies Hearts & Science and Flywheel. 

Creative was led by Special Australia, with direction by Stefan Hunt and photography by Lula Cuchhiara. According to the team, no CGI was used - just real snakes, spiders and Elvis the crocodile.

Special’s ECD Ryan Fitzgerald said the creative plays on two cultural tropes that Americans associate with Australia: danger and calm.

“Two things are widely known about Australia in the US: the laid-back nature of our people and our unusually high concentration of dangerous animals,” Fitzgerald said. 

“Less commonly known is how the former stays true in the presence of the latter. The secret? Our very comfy undies.”

While the Made for Down Under campaign marks Bonds’ first direct entry into the US market, parent company HanesBrands is no stranger to American consumers.

HanesBrands already has an extensive presence in the US through sister brands Hanes, Maidenform and Bali - household names in categories like shapewear and bras. Bonds however is tapping into a growing appetite for authentic storytelling and personality-led marketing.

Robert Irwin and Tkay Maidza both offer strong brand alignment - irreverent, likable and culturally relevant to both Australian and global audiences.

“We cannot wait for our US mates to experience Bonds for the first time,” said Tanya Deans, president of Bonds Australia.

“The average Aussie has 12 Bonds products in their home. We’re quite literally the first thing people put on in the morning, and the last thing they take off at night. Now, we’re excited to help Americans level up their top drawer with down under comfort.”