Usher Fronts Skims Men’s Underwear Campaign, Debuts Skims’ Limited-edition ‘Coming Home’ Alternative Album Cover and Bonus Track
Super Bowl halftime show headliner Usher is now a spokesmodel for Skims. In the brand’s latest menswear campaign, shot and directed by Donna Trope, the R&B singer poses in several colorways of Skims’ boxer briefs.
Available to shop exclusively on Skims.com on Feb. 12 at 9 a.m. PT, all items come in sizes XS to 5X, with prices ranging from $16 to $44 for single pieces and $42 to $98 for packs.
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In a first for Skims, the brand will offer a limited-edition digital download of Usher’s forthcoming ninth album, “Coming Home,” on its website starting Thursday at 9 p.m. PT. Usher’s new LP features collaborations with Burna Boy, Summer Walker, 21 Savage, Latto, H.E.R. and BTS’ Jungkook.
Skims’ “Coming Home” release will include an alternative cover and a bonus track, which is fittingly titled “Naked.”
Kim Kardashian introduced Skims menswear last year. San Francisco 49ers defensive end Nick Bosa, Oklahoma City Thunder baller Shai Gilgeous-Alexander and Brazilian soccer star Neymar Jr. appeared in the line’s first campaign, which generated $13.8 million in media impact value within one week, according to a Launchmetrics report. Alone, Kardashian’s post about the new release generated $4.5 million in MIV.
Last fall, Skims was also named as the NBA’s official underwear partner. “I am incredibly proud of Skims’ partnership with the NBA, as it is a reflection of Skims’ growing influence on culture,” Kardashian said in a statement. “Together, Skims and the NBA will connect people of all backgrounds through fashion, sport and talent, and I look forward to seeing the partnership thrive.”
Since launching Skims in 2019, Kardashian’s shapewear brand has grown to a $4 billion valuation following a series C funding round last summer as it seeks to set the stage for an initial public offering in 2024.
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