Will Ferrell’s fictional golfer fronts SKIMS’ new menswear campaign
SKIMS newest campaign fronts its essentials collection with Lonnie “The Hawk” Hawkins, Will Ferrell’s washed-up fictional golf pro from Netflix’s upcoming comedy The Hawk, keeping Ferrell fully in character.
The approach positions Hawkins as the face of a range that includes cotton rib tanks, briefs and tube crew socks, playing on SKIMS’ history of stunt-led celebrity marketing.
A hero film narrated by co-founder Kim Kardashian frames Hawkins’ physique as evidence of retirement, while his SKIMS apparel argues otherwise, building to a triumphant drive that reinforces the tongue-in-cheek pitch that confidence has no age limit.
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It’s the latest sign that brand collabs are increasingly leaning into entertainment properties following the same logic as KFC’s in-universe Stranger Things tie-in, which rebranded the chain as “Hawkins Fried Chicken.”
Photographer Nadia Lee Cohen’s accompanying stills lean into the same nostalgia and satire, with visor, puka shell necklace and full golfing kit echoing the show’s tone.
The campaign lands weeks ahead of The Hawk’s 16 July premiere on Netflix, letting Hawkins’ ten-episode comeback arc double as promotion for both the series and the clothing.
It’s the latest in SKIMS’ growing playbook of tapping cultural moments to drive its expanding menswear business.
