Will Ferrell has traded his golf clubs for a pair of white briefs, at least temporarily, as the comedian steps into the spotlight as the latest model for Kim Kardashian's Skims underwear brand. The campaign, which dropped on the brand's official social media channels, features Ferrell in character as Lonnie "The Hawk" Hawkins, a fictional washed-up golfer from a forthcoming Netflix comedy series.
It is, by any measure, a strange pairing. Skims built its multi-billion-dollar valuation on sleek shapewear, neutral color palettes, and celebrity campaigns that lean heavily on glamour. Ferrell, a 57-year-old comedian best known for pratfalls and absurdist humor, is not exactly the brand's usual aesthetic. But that appears to be the point.
The Skims account posted the campaign video with a caption tying the whole thing to Ferrell's upcoming show: "@LonnieTheHawk for SKIMS Mens. The legendary golfer is back for one more round, and this time, he's wearing SKIMS. The Hawk premieres exclusively on @Netflix July 16th." The cross-promotion is seamless, and, for Skims, a deliberate departure from the polished campaigns that made the brand famous.
The Sun reported that Ferrell's character, Lonnie Hawkins, was the top golfer in 2004 before fading from the sport. In the Netflix series "The Hawk," Hawkins attempts a comeback through a controversial new golf league that competes with the PGA Tour. The show features a deep cast including Molly Shannon, who plays Lonnie's foul-mouthed ex-wife Stacy, along with Jimmy Tatro, Fortune Feimster, Luke Wilson, Chris Parnell, Katelyn Tarver, and David Hornsby.
Ferrell co-created the series with Harper Steele and Chris Henchy. Production hit a brief snag when Ferrell suffered what was described as a minor off-set injury in November, forcing producers to rearrange the filming schedule. TMZ reported at the time that Ferrell was sidelined for a short period and missed a few scenes, though the nature of the injury was never publicly detailed.
None of that slowed down the promotional machine. The Skims campaign is pure brand synergy, Netflix gets eyeballs, Skims gets buzz, and Ferrell gets to do what he does best: commit fully to an absurd bit while keeping a straight face.
For anyone who has followed Ferrell's career, the sight of him in nothing but briefs is not exactly new territory. During a press tour for the 2015 film "Daddy's Home," Ferrell told Fox News that he enjoys embarrassing his three children by delivering stern lectures while standing in his underwear.
"I like to give really stern lectures to them on how they're not behaving properly, but just standing completely in my underwear. I like to do stuff like that!"
His kids, Ferrell said at the time, "absolutely hate" it. The Skims campaign, then, is less a departure and more a natural extension of a man who has never been shy about leaning into discomfort, his own and everyone else's.
Kardashian co-founded Skims in 2019 as a shapewear line. The brand has since expanded into underwear, loungewear, and clothing, building a reputation for inclusive sizing and high-profile celebrity endorsements. Its estimated valuation now sits in the multi-billion-dollar range, a figure that reflects both the brand's retail success and its ability to generate cultural conversation with each new campaign.
That marketing instinct is on full display here. By casting Ferrell, a comedian, not a model, Skims signals that its men's line doesn't take itself too seriously. The campaign video shows Ferrell posing in white briefs and playing golf in character, blending product placement with comedy promotion in a way that feels less like an ad and more like a sketch.
Fan reaction online was warm. One Instagram commenter wrote, "Did not have Will Ferrell wearing Skims on my 2026 bingo card. Well played marketing team." Others called it "pure gold" and their "new favorite campaign."
The Ferrell-Skims tie-up is a textbook example of how modern entertainment and consumer brands blur together. Netflix gets a promotional push for a series that hasn't aired yet. Skims gets a viral moment that costs it nothing in credibility because the whole thing is framed as a joke. And Ferrell gets paid, presumably well, to do something he'd probably do for free at home.
The details that remain unclear are mostly logistical. Neither Skims nor Netflix has disclosed whether Ferrell has any equity stake or formal partnership with the brand beyond this single campaign. The shoot location was not identified. And the exact premiere year for "The Hawk", listed only as July 16th, is not explicitly stated in the campaign materials, though the Instagram commenter's reference to a "2026 bingo card" suggests the show is headed for a summer 2026 debut.
What is clear is that the campaign worked exactly as intended. It generated conversation, tied two brands together, and gave millions of people a reason to talk about a Netflix show that doesn't exist yet.
In Hollywood, that's called marketing. In Ferrell's case, it's also called Tuesday.
