Will Ferrell has sparked widespread attention after appearing in a new SKIMS menswear campaign, posing in underwear as part of a promotional tie-in for his upcoming Netflix comedy series The Hawk.
The comedian appeared in photos wearing only branded underwear, fully embracing his fictional golfer persona, Lonnie 'The Hawk' Hawkins. The images blend comedy, sports parody, and fashion marketing into a single viral moment.
While many fans enjoyed the absurdity of the photos and Ferrell's commitment to the bit, the collaboration also sparked debate online — not just about the actor stripping down for the shoot, but about his decision to work with Kim Kardashian's fashion brand in the first place.
Internet Reacts to Unexpected Collab: 'A Bit Disappointing'
Fans have praised Ferrell for committing to the concept, saying the campaign is exactly the kind of over-the-top humour he's known for. The images and clips have been widely shared, with many enjoying the absurd contrast of a serious-looking sports narrative built around underwear modelling.
However, there's also a wave of criticism that focused on SKIMS itself and the unexpected pairing.
Some social media users said they were surprised and even disappointed to see Ferrell working with Kardashian's brand. Others criticised SKIMS as a brand, describing it as 'overly priced, cheaply made underwear/shaper company,' while questioning the marketing strategy behind celebrity-heavy campaigns
One user bluntly wrote: 'The idea is cool and the pictures are fire. But to know it's for SKIMS is a bit disappointing.'
Some comments even speculated about Ferrell's involvement, with users mockingly wondering what would lead an established Hollywood star to agree to the partnership.
A comment read: 'I'm just so genuinely confused. Does he not have enough money already?? Like why do shit like this? Is it an ego thing?'
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Why SKIMS Faces Ongoing Backlash
SKIMS has been widely successful since launching, but it has also faced ongoing criticism typical of celebrity-founded fashion brands.
A recurring complaint from detractors focuses on pricing. Some consumers argue that its shapewear and loungewear sit at a higher price point compared to similar basics available elsewhere.
Beyond cost concerns, the brand often finds itself at the centre of broader debates about celebrity marketing. High-profile collaborations and viral campaigns are a core part of SKIMS' strategy, but they also tend to divide opinion, especially when unexpected figures like Ferrell are brought into the mix.
Despite criticism, SKIMS continues to expand its menswear line and global presence, with celebrity-led campaigns helping maintain its visibility in a crowded fashion market.
Will Ferrell Stars in New Netflix Comedy
The Hawk will arrive on Netflix on 16 July, with a 10-episode run already confirmed. The series follows Lonnie 'The Hawk' Hawkins, a once-successful golfer navigating the challenges of an ageing career and a determined attempt to return to the top of his sport.
At its core, the show is a sports comedy about ambition, reinvention and ego, with Ferrell's character trying to prove he still has what it takes. The SKIMS campaign serves as an extension of that storyline, turning a fictional comeback into a real-world promotional moment that has, intentionally or not, sparked widespread discussion.
