How SKIMS turned a Netflix character into a brand campaign

SKIMS is once again blurring the boundaries between entertainment and brand marketing, this time enlisting actor Will Ferrell's fictional golfing alter ego, Lonnie "The Hawk" Hawkins, to front its latest menswear campaign ahead of the debut of Netflix's upcoming comedy series The Hawk.

Rather than casting Ferrell as himself, the campaign keeps the actor firmly in character as the washed-up professional golfer attempting an unlikely comeback. The creative rollout positions Hawkins as the face of SKIMS' newest men's essentials collection, including cotton rib tanks, briefs and tube crew socks.

Anchoring the campaign is a hero film narrated by SKIMS co-founder Kim Kardashian, who playfully frames Hawkins as a man whose body may suggest retirement, but whose SKIMS apparel says otherwise. The spot culminates with the fictional golfer celebrating a successful drive, reinforcing the campaign's tongue-in-cheek message that confidence has no age limit.

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The accompanying imagery, photographed by acclaimed fashion photographer Nadia Lee Cohen, leans heavily into nostalgia and satire. Hawkins appears in signature golf attire complete with a visor, puka shell necklace and golfing accessories, while the exaggerated styling mirrors the offbeat humour of the upcoming Netflix series.

The campaign arrives weeks before The Hawk premieres on Netflix on 16 July. The 10-episode comedy follows Hawkins, once considered the world's top golfer, as he attempts to return to the PGA Tour in pursuit of one final major championship, despite mounting doubts from those around him.

Rather than relying on a conventional celebrity endorsement, SKIMS uses the campaign to seamlessly intertwine product marketing with entertainment, allowing the fictional athlete's comeback story to double as a promotional vehicle for both the apparel collection and the series.

According to the brand, based on media reports, the partnership also reinforces its ongoing positioning around supporting athletes at every stage of their careers by pairing comfort and performance with confidence, even if, in this case, the athlete exists only on screen.

The latest activation continues SKIMS' growing playbook of tapping high-profile cultural moments and personalities to drive conversation. Previous campaigns have featured athletes, musicians and entertainers, while the brand has increasingly leaned into sport as a platform to expand its menswear business.

Not long ago, NikeSKIMS' Spring ’26 campaign starred BLACKPINK’s Lalisa “Lisa” Manobal alongside professional ballerinas performing to a modern, breathy reimagining of Queen of the Night from Mozart’s The Magic Flute.

Directed by Sergio Reis and filmed in Paris, the campaign celebrates the grace and strength of motion while highlighting Lisa’s artistry and passion for dance. The professional dancers help bring the Spring ’26 collection lookbook to life, showcasing how the pieces move with the body.

The collection debuted a head-to-toe system of dress, featuring footwear, apparel, and accessories designed for women who want to move confidently and elegantly in every aspect of daily life. Drawing inspiration from modern ballerinas, the line offers a fresh take on performance silhouettes, blending style, comfort, and function.

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