Full Breakdown
Will Ferrell’s “The Hawk” Powers SKIMS Men’s Briefs Campaign Ahead of Netflix Debut
6/30/2026, 2:10:23 PM
Core Campaign Overview
Will Ferrell appears as Lonnie “The Hawk” Hawkins, a fictional former No. 1 golfer, in SKIMS’s men’s underwear campaign. He models the brand’s cotton briefs, a “HAWK” visor and puka-shell necklace. A video narrated by SKIMS founder Kim Kardashian shows Hawkins swinging a club while a voiceover says, “His body says retire, his SKIMS say one more round.” The images run on Times Square digital billboards and the Instagram account @LonnieTheHawk.
Context and Series Tie-In
The campaign supports Netflix’s series *The Hawk*, starring Ferrell as Hawkins in a career comeback. The show, with Molly Shannon, Jimmy Tatro and Luke Wilson, premieres on July 16. SKIMS, owned by Kim Kardashian, uses the fictional golfer to promote its men’s briefs, linking the series with digital and social-media advertising.
Participants
Key participants include Will Ferrell, who portrays Lonnie Hawkins; Kim Kardashian, SKIMS founder and campaign narrator; Netflix, the series distributor; SKIMS, the apparel brand; and photographer Nadia Lee Cohen. Professional golfer Rickie Fowler appears in promotional Instagram content.
Timeline
- June 16, 2024 – Kim Kardashian posts an Instagram Reel teaching Ferrell a selfie pose.
- Mid-June 2024 – SKIMS launches Times Square digital-billboard ads.
- Early July 2024 – Campaign images and video circulate online.
- July 16, 2024 – *The Hawk* premieres on Netflix.
Visuals and Product
Ferrell wears SKIMS’s “Nimbus Multi” powder-blue briefs with a tank top, golf gloves and sneakers. Props include a club, a SKIMS-branded water bottle and a golf ball. The caption reads, “@LonnieTheHawk for SKIMS Mens. The legendary golfer is back for one more round, and this time, he’s wearing SKIMS.”
Official Statements & Responses
Kim Kardashian narrated the video, describing the briefs as “built for men who still know they’ve got it.” In a June 16 Instagram Reel she coached Ferrell on a selfie pose. Netflix’s synopsis calls Hawkins a retired champion whose “body says retire, but his heart says he’s not done yet.” SKIMS’s press release called the partnership a “blend of entertainment and apparel that reaches both sports and fashion audiences.”
Verbatim Quotes
- “His body says retire, his SKIMS say one more round,” — Campaign video narration
- “Yeah, so, chin down, a little out … find your good side,” — Kim Kardashian, Instagram Reel
- “God, you look fantastic!” — Will Ferrell, Instagram Reel response
- “His body says retire, but his heart says he's not done yet,” — Netflix series synopsis
Impact and Industry Significance
The collaboration illustrates a growing trend of integrating fictional characters into real-world product marketing, extending narrative content across multiple platforms. By aligning a streaming debut with a high-visibility apparel campaign, both SKIMS and Netflix amplify audience reach while reinforcing brand identities through humor and nostalgia.
What’s Next
Following the July 16 release of *The Hawk*, SKIMS plans to continue the partnership with additional social-media content and potential limited-edition merchandise tied to the series’ storyline.
