Kim Kardashian has never been one to confuse publicity with predictability, and SKIMS has made a habit of recruiting personalities who leave audiences talking long after the cameras stop rolling. Will Ferrell, meanwhile, has been enjoying an unusually convincing second life through his fictional golfer, Lonnie Hawkins, whose larger-than-life persona has blurred the line between parody and celebrity. Their paths have now crossed in a way few would have wagered on.

Proving that the M in SKIMS stands for marketing, Kardashian has decided to shake a leg with the big N of streamers through Will Ferrell.

SKIMS Men has cast Will Ferrell’s The Hawk character, Lonnie Hawkins, as the face of its latest cotton briefs campaign, turning a mock sports legend into a full-blown brand ambassador. In the campaign, Hawkins is presented as a once-great golfer still trying to prove he has one more round left in him, while the brand’s slogan leans into that idea for comedic effect.

The rollout continues to blur fiction and reality in a way that supports the marketing of The Hawk while making the character feel oddly authentic.

The campaign was shot by Nadia Lee Cohen, adding a stylized and slightly surreal tone to the visuals. Kim Kardashian’s narration gives it a polished and self-aware edge, while digital billboards in Times Square show that this is being treated as more than a quick promotional stunt. It positions Hawkins as a public figure in his own right rather than just a fictional lead.

10 Must-Watch Netflix Originals Coming in July 2026: Every Exclusive Movie and TV Series You Shouldn’t Miss

  That strategy also builds anticipation for The Hawk, which premieres on Netflix on July 16. By the time the series arrives, Hawkins already feels familiar through social media, golf-world humor, and now this fashion campaign.  

The Hawk is set to premiere on Netflix on July 16, 2026, and it is shaping up to be one of Will Ferrell’s biggest comedy launches in years. The series follows Lonnie “The Hawk” Hawkins, a former golf star chasing one last shot at glory while his personal life gets pulled into the chaos around him.

Ferrell leads the show as Hawkins, joined by Molly Shannon and Jimmy Tatro. Netflix is positioning it as a sports comedy driven by character, focusing on a man deep into his career trying to prove he still belongs. The official logline frames Hawkins as someone chasing a final major victory while dragging the people closest to him into the fallout.

The series comes from Will Ferrell, Harper Steele, and Chris Henchy, and runs for 10 episodes.  What sets The Hawk apart is how fully Ferrell has committed to the role beyond the show itself. Through social media, promotional tie-ins, and now a SKIMS campaign, Lonnie Hawkins has been introduced almost like a real athlete with a public life. 

‘The Hawk’ on Netflix: Release Date, Cast, Plot, and Everything to Know About Will Ferrell’s Latest

What do you think about SKIMS turning a fictional golfer into a full fashion campaign star and the build-up to The Hawk? Let us know in the comments.