Some ad campaigns simply sell clothes. And then there are those that behave as if they are selling a legend. The new SKIMS Menswear campaign clearly belongs to the second category. At the center of this stylistic chaos stands a man who never existed… yet looks like he has won everything.
His name is Lonnie “The Hawk” Hawkins. Once a PGA golf star. Now a symbol of a second chance that smells like irony, confidence, and extremely comfortable underwear.
And yes — that’s Will Ferrell.
When comedy wears socks like armor
SKIMS decided to do what only major sports brands usually do: create a myth. But instead of a real athlete, they chose a fictional character played by Will Ferrell in the upcoming Netflix series “The Hawk”.
The idea is simple and brilliant:
a man who has “ended his career” but still plays internally as if nothing was ever lost.
The campaign line hits straight at the ego:
“His body says: retirement. His SKIMS say: one more round.”
This is a case where marketing doesn’t just sell fabric — it sells the mindset of a man who refuses to age on schedule.
Nadia Lee Cohen and a visual style like golf chaos in HD
The campaign photographer is Nadia Lee Cohen — which immediately explains why everything feels more like a film scene than an advertisement.
Lonnie “The Hawk” models the new SKIMS Menswear line:
minimalism, clean tones, maximum confidence.
Men’s Cotton Brief in “Atmosphere”
Cotton Rib Tank
“Chalk” socks
This is not just basic clothing. It’s “I could be back on the course tomorrow”.
SKIMS and the new formula of men’s style
SKIMS has long played a game where clothing is not fashion, but a state of mind. The menswear line takes it further: it merges style with storytelling.
The message is simple:
whether you’re an athlete, a retiree, or a fictional golf legend — you still want to feel like the game isn’t over yet.
In that sense, Lonnie “The Hawk” is the perfect symbol. He is not reality. He is a male fantasy where “one more chance” is always possible.
Will Ferrell as the secret weapon of the campaign
Will Ferrell is one of those rare actors who can feel like both a joke and a legend at the same time. And SKIMS uses that perfectly.
His character is not just comedic. It’s an amplified male archetype:
confident, slightly broken, but still dangerous in his illusion of control.
And that’s exactly why it works. Because every man has thought at least once:
“I can still get back in the game”.
