Lonnie Hawkins — fashion designer, poet and former No. 1 golfer in the world — just landed his biggest fashion campaign yet. Well, sort of.
Will Ferrell has fully transformed into his fictional golf alter ego for SKIMS Men’s latest cotton briefs campaign, continuing the rollout for his upcoming Netflix project The Hawk.
Photographed by Nadia Lee Cohen, the future-No.-1-golfer-in-the-universe appears in the campaign sporting Hawkins’ signature golf club and “Hawk” visor while modeling the brand’s cotton briefs. In a tongue-in-cheek campaign video narrated by SKIMS founder Kim Kardashian, Hawkins confidently swings his club, proving to audiences that he’s “still got it.” The campaign has also taken over Times Square on digital billboards, with the slogan, “His body says retire, his SKIMS say one more round,” featured in the first seconds of the clip.
The Hawk, set to premiere on Netflix on July 16, follows the story of Lonnie “The Hawk” Hawkins (played by Ferrell) as he reignites his career in golf that’s on the brink of retirement, while his body says to let it go, his heart isn’t ready to give it up just yet.
With the show’s release in just two weeks, Ferrell’s completely immersed himself in publicly becoming “The Hawk,” including a must-see Instagram page (@LonnieTheHawk) capturing the multi-talented golfer in his day-to-day endeavors, where he collaborates with professional golfers like Rickie Fowler.
With a SKIMS campaign added to his résumé, Hawkins’ latest venture continues to blur the line between fiction and reality, turning the legendary golfer into a celebrity long before The Hawk takes off on Netflix.