- Will Ferrell strips down to SKIMS briefs in a new Men's campaign, playing his upcoming Netflix character Lonnie "The Hawk" Hawkins, a washed-up golf legend refusing to retire.
- Kim Kardashian provides the voiceover, declaring: "His body says retire, his SKIMS say one more round... built for men who still know they got it!"
- The campaign is a direct tie-in to Ferrell's Netflix golf comedy series The Hawk, which drops July 16, 2026, his first-ever television comedy as creator and star.
- This marks Ferrell's first partnership with SKIMS; it's also the first time the brand has used a fictional character (rather than a celebrity's real identity) to anchor a men's campaign.
Will Ferrell has officially joined the SKIMS roster, and he brought his golf clubs. On June 29, 2026, Kim Kardashian’s shapewear and underwear brand dropped a new men’s campaign starring Ferrell as Lonnie “The Hawk” Hawkins, the fictional washed-up golf legend from his upcoming Netflix comedy series.
The ad shows Ferrell shirtless, pantsless, and fully committed on the fairway, wearing nothing but SKIMS briefs, while Kim’s voiceover lands the punchline: “His body says retire, his SKIMS say one more round… built for men who still know they got it!”
The Hawk follows Lonnie Hawkins, formerly the world’s No. 1 golfer in 2004, now struggling to recapture his magic and complete golf’s Grand Slam, with a cast that includes Molly Shannon, Jimmy Tatro, Fortune Feimster, Luke Wilson, and Chris Parnell. The 10-episode series premieres July 16 on Netflix and marks Ferrell’s first-ever television comedy as both creator and star.
The timing of the SKIMS campaign is textbook Kardashian: drop the ad weeks before the premiere and let the character do the selling. It’s a smart crossover that blurs the line between entertainment promotion and fashion marketing.
Ferrell and Kardashian are also starring together in The Fifth Wheel, adding another layer to what’s clearly becoming a genuine creative friendship.
Earlier this year, Will Ferrell starred in PayPal Plus Campaign, proving he’s become one of the most in-demand faces in brand comedy. And for SKIMS, the Ferrell campaign follows a string of headline-making men’s moments. Amelia Gray also teamed up with SKIMS for their Ultimate T-Shirt Bra Campaign.
SKIMS Men’s has maintained a powerhouse celebrity roster since debuting in 2023 with Neymar Jr., Nick Bosa, and Shai Gilgeous-Alexander. The brand’s high-profile campaigns have since expanded to feature NBA star Donovan Mitchell, soccer sensation Jude Bellingham, and Usher timed alongside his Super Bowl Halftime show.
Takeaways
This campaign is a masterclass in cross-promotional timing. SKIMS doesn’t just get a funny ad; it gets weeks of Netflix-level visibility as The Hawk press machine rolls out ahead of the July 16 premiere.
And Ferrell doesn’t just plug his show; he gets a viral moment that keeps him culturally relevant outside of the typical press tour.
Kim and Will’s growing friendship and creative overlap (they’ve now got a campaign AND a movie together) suggests this is a partnership with legs beyond a one-off brief.
Could this be the beginning of SKIMS leaning into character-based campaigns, and what other fictional roles could work? Does Ferrell’s comedic positioning change how male consumers perceive SKIMS, making it feel more accessible than aspirational?
