SKIMS has cast a golfer who doesn't exist. For its latest menswear campaign, the brand hands the spotlight to Lonnie "The Hawk" Hawkins, the aging PGA Tour hopeful Will Ferrell plays in a Netflix comedy called The Hawk. Pairing its expanding menswear line with Ferrell, the brand presents his character as a real endorser.
Hawkins wears the line's new core colors, the just-debuted Men's Cotton Brief in "Atmosphere" plus the Cotton Rib Tank and Men's Tube Crew Sock in a clean "Chalk." The photos play up his unfiltered charisma, posing him in the basics with the conviction of a man sure his best golf is still ahead of him.
Kim Kardashian, the SKIMS co-founder, narrates the hero video, matching the satirical, hyper-confident tone of the crossover. "His body says retired, his SKIMS say one more round. Built for men who still know they've got it," she says.
The series follows Hawkins on a chaotic comeback, aiming for one final major on the PGA Tour.
