Overview
- The SKIMS campaign went live on June 29–30 with Will Ferrell fully in character as Lonnie “The Hawk” Hawkins modeling SKIMS men’s underwear across SKIMS’ Instagram and Times Square digital billboards.
- Kim Kardashian, SKIMS co-founder, narrates the campaign video using the line, “His body says retire. His SKIMS say one more round,” which anchors the campaign’s tongue-in-cheek message.
- SKIMS listed campaign-tied items for sale on SKIMS.com, including the Men’s Tube Crew Sock 3-Pack, Men’s Rib Tank 3-Pack, and Men’s Brief, directly linking the publicity to commerce.
- An in-character @LonnieTheHawk Instagram account has been active and amassed roughly 70,000 followers, extending the fiction into a social presence used to promote the series.
- The campaign functions as cross-platform marketing for Netflix’s The Hawk, which is scheduled to premiere on July 16, and illustrates a trend of blending fictional characters and brand partnerships to drive awareness and sales.