Will Ferrell has stripped down to his briefs for SKIMS, fronting the brand’s latest menswear campaign in character as Lonnie “The Hawk” Hawkins, the fictional washed-up golfer he plays in his upcoming Netflix series.
The campaign arrives ahead of The Hawk’s July 16 premiere, with Ferrell appearing in full character as the ageing pro golfer chases one last major championship.
Shot on a golf green, the hero film sees Ferrell in little more than SKIMS cotton briefs, socks and sneakers, teeing up golf balls, swinging clubs and squeezing a branded water bottle with the kind of stern expression.
A voiceover, delivered by SKIMS founder herself, Kim Kardashian, leans into the character’s deluded optimism. His body, says retire however his SKIMS briefs say otherwise.
The campaign doubles as promotion for the new Netflix comedy series, which follows Hawkins, 2004’s number one golfer, as he attempts an unlikely comeback to complete golf’s Grand Slam.
Across the shoot, Ferrell models several pieces from SKIMS’ men’s line including cotton briefs, a ribbed tank and crew socks in newly released colourways. The styling leans into early 2000s with Ferrell sporting a white visor and a puka shell necklace, a nod to the era when Hawkins was at the peak of his game.
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The collab follows a separate promotional clip in which Kardashian appeared alongside Ferrell in character, teaching Hawkins how to take the perfect selfie.
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SKIMS has been known to use athletes and sports personalities to market its menswear line. Recruiting a fictional one is a natural extension of that strategy, timed to generate buzz in the lead-up to the show’s debut and a notable departure from the glamour the brand typically trades in.
