Observed Signal · Jun 29, 2026 · Brand Campaign · Source: AdAge · Impact: 1/5 · Sentiment: Neutral
Sponsorship & Brand Integration Market: Skims Taps Will Ferrell’s 'The Hawk' Character
Skims has released a new menswear campaign starring Will Ferrell’s fictional golfer character from Netflix’s upcoming series The Hawk. Photographed by Nadia Lee Cohen, the tongue-in-cheek campaign features the character modeling Skims menswear ahead of the show’s premiere. The creative ties the D2C brand to pop-culture IP and uses a celebrity character endorsement to promote its men’s line. The piece was published on Ad Age on June 29, 2026.
A consumer-facing creative campaign and celebrity endorsement; relevant to brand marketing and creative trends but not a technology, policy, or platform-level development that would materially shift the AdTech ecosystem.
Key Takeaways & Evidence Grounding
- Skims published a menswear campaign featuring Will Ferrell’s fictional golf character from The Hawk.
- The campaign imagery was credited to photographer Nadia Lee Cohen (photo credit: Nadia Lee Cohen/Skims).
- The creative was released ahead of Netflix’s premiere of The Hawk.
- Article published on Ad Age on 2026-06-29 by Tim Nudd.
Connected Companies & Entities
3 Entities mappedNetflix
Streaming platform with subscription and advertising revenue.
“The fictional golfer models new menswear in a campaign ahead of Netflix’s “The Hawk” premiere....”
SKIMS
Advertiser / Brand (Buys Ads)Direct-to-consumer shapewear, underwear and loungewear brand.
“For Skims and Will Ferrell, the road back to the PGA Tour starts with fresh briefs....”
Crain Communications
B2B trade publisher with subscriptions, advertising, events and data products.
“Article published on Ad Age; Copyright © 2026. Crain Communications, Inc. All Rights Reserved....”
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.