Okay... I didn't see this one coming.
SKIMS has recruited one of golf's most outrageous personalities for its latest menswear campaign, enlisting fictional golfer Lonnie "The Hawk" Hawkins as the face of its newest release. The campaign arrives ahead of the character's return to the fairway in Netflix's forthcoming comedy series, with Will Ferrell stepping into the role of the larger-than-life golfer.
Shot by acclaimed photographer Nadia Lee Cohen, the campaign sees Hawkins bring his trademark bravado to a selection of SKIMS essentials. Among the pieces featured are the newly introduced Men's Cotton Brief in the "Atmosphere" colourway, alongside the Cotton Rib Tank and Men's Tube Crew Sock, both finished in "Chalk".
The campaign also includes a hero film narrated by SKIMS co-founder Kim Kardashian, who leans into the tongue-in-cheek concept. "His body says retired, his SKIMS say one more round. Built for men who still know they've got it," she says.
The campaign also doubles as a launchpad for Netflix's upcoming series, "The Hawk", which follows Hawkins as he attempts an unlikely return to professional golf in pursuit of one last major title. Blending fictional storytelling with a real-world fashion campaign, positions its menswear offering as everyday essentials for competitors of every kind, whether they're chasing trophies or simply dressing for comfort.
