SKIMS taps Will Ferrell's Netflix character for new campaign

SKIMS has launched a new campaign featuring Lonnie 'The Hawk' Hawkins, a fictional golf champion played by Will Ferrell in the upcoming Netflix series 'The Hawk' premiering July 16. The campaign promotes men's essentials including the new Men's Cotton Brief in 'Atmosphere', Cotton Rib Tank, and Men's Tube Crew Socks in 'Chalk'. Photographed by British artist Nadia Lee Cohen, the campaign blurs reality and fiction by using the character rather than the actor himself. This marks SKIMS' latest marketing move, following past collaborations with Nike, The North Face, and NBA, and campaigns with celebrities like Lisa, Hailey Bieber, Post Malone, and Usher.