Kim Kardashian’s Skims goes all in on Will Ferrell’s Netflix character with its biggest endorsement yet
SKIMS taps The Hawk for a bold campaign, thrusting Will Ferrell’s Netflix character into the spotlight ahead of the July 16 premiere.
Kim Kardashian just pulled Will Ferrell's fake golf legend into the real world to sell underwear and hype a Netflix show at the same time. It is shameless. It is smart. And, annoyingly, it kind of works.
So, what did SKIMS do?
SKIMS Men tapped Lonnie 'The Hawk' Hawkins — Ferrell's swaggering, past-his-prime golfer — as the face of its latest cotton briefs campaign. The whole thing plays like a comeback story: a once-great player swearing he's got one more round in him, with the tagline winking at that idea for laughs. It takes a parody sports icon and treats him like an actual brand ambassador.
The spot is shot by Nadia Lee Cohen, so the visuals are stylized and a little surreal. Kim Kardashian narrates it, which gives the ad a glossy, self-aware finish. And SKIMS isn't treating this like a quick meme — there are digital billboards in Times Square, pushing Hawkins like he's a real public figure, not just a character from a show.
Lonnie Hawkins for @SKIMS Mens. #WillFerrell
Kim posted that on Twitter on June 29, 2026, launching the rollout that deliberately blurs the line between fiction and reality — all while conveniently boosting the profile of Ferrell's series.
The cross-promo angle (and why it works)
This is a marketing twofer. By building Hawkins up through social clips, golf-world jokes, and now an underwear campaign, SKIMS makes the character feel oddly legit before his show even drops. It also tees up Netflix's The Hawk, which premieres July 16. If SKIMS Men needed an 'M,' it stands for marketing.
The essentials
- Face of the campaign: Lonnie 'The Hawk' Hawkins (Will Ferrell's fictional golfer)
- Product: SKIMS Men cotton briefs
- Creative team: Shot by Nadia Lee Cohen; narrated by Kim Kardashian
- Scope: Digital billboards in Times Square signal this is bigger than a quick stunt
- Social rollout: Kim Kardashian amplified it on Twitter on June 29, 2026
- Strategy: Lean into the 'one more round' comeback gag to sell both the character and the brand
- Tie-in: Builds anticipation for Netflix's The Hawk, arriving July 16, 2026
Quick refresher: What is The Hawk?
Netflix's The Hawk is aiming to be one of Will Ferrell's biggest comedy swings in years. Ferrell plays Lonnie 'The Hawk' Hawkins, a former golf star chasing one last shot at glory while his personal life spins out among the chaos. The SKIMS campaign is basically the pregame — by the time the series premieres on July 16, the character already feels like someone you've seen around town. Because, well, you have. On a Times Square billboard. In his underwear.