SKIMS Taps Will Ferrell's Alter Ego as Golf Legend Lonnie "The Hawk" Hawkins for Menswear Campaign
Photographed by Nadia Lee Cohen, the mock-comeback campaign stars Will Ferrell’s character ahead of his upcoming Netflix comedy series.
Summary
SKIMS has officially launched its latest menswear campaign featuring acclaimed, fictional golf icon Lonnie “The Hawk” Hawkins
The rollout coincides with Netflix’s upcoming comedy series 'The Hawk,' starring Will Ferrell as the titular PGA Tour hopeful
The campaign introduces new core colorways and features a hero video narrated by Kim Kardashian
SKIMS has officially unveiled its newest advertising campaign, locking in an unexpected endorsement from golf’s ultimate fictional maverick, Lonnie “The Hawk” Hawkins. Orchestrated ahead of his highly anticipated return to the green, the campaign pairs the brand’s expanding menswear division with the elite comedic energy of Will Ferrell, who plays Hawkins in an upcoming Netflix original series.
Photographed by the iconic Nadia Lee Cohen, the campaign frames Hawkins bringing his unfiltered charisma to the SKIMS line. The imagery showcases the legendary athlete in a selection of the brand’s latest comfortable essentials, including the newly debuted Men’s Cotton Brief in “Atmosphere,” alongside the Cotton Rib Tank and Men’s Tube Crew Sock, both styled in a clean “Chalk” colorway. The multimedia rollout features a cinematic hero video narrated directly by SKIMS co-founder Kim Kardashian, leaning heavily into the satirical, hyper-confident tone of the crossover. In a statement, Kim Kardashian said, “His body says retired, his SKIMS say one more round. Built for men who still know they’ve got it.”
The strategic partnership serves as an immersive promotional vehicle for Netflix’s upcoming comedy series, The Hawk. The show follows Hawkins as he embarks on the chaotic comeback of a lifetime, aiming to conquer the PGA Tour and secure one final major championship trophy. By blurring the lines between real-world shapewear marketing and fictional pop-culture storytelling, SKIMS continues its ongoing pattern of anchoring its brand identity within major sports narratives, offering comfort and support for athletes at any stage of their career—real or imagined.
