The King of R&B, aka Usher, is adding a new gig to his ever-growing resume. Ahead of his 2024 Super Bowl Half-Time performance, the Atlanta native dropped an NSFW video of his new campaign with SKIMS, Kim Kardashian’s shapewear line, on Feb. 5, 2024. The clip shows a shirtless Usher introducing himself (as if no one knows who he is *rolls eyes*) and showing off the brand’s bestseller: the SKIMS Cotton Boxers. The launch included the SKIMS Cotton Boxer and the SKIMS Stretch in four different colors — stone, midnight blue, military, and oxblood — and in multiple sizes.
The collection also came with an exclusive digital download of the singer’s new album, “Coming Home,” which features an alternative cover and bonus track called “Naked,” per Variety. The album, out now, is all about love, happiness, and joy, Usher said in the SKIMS video. “It’s a love story, but it’s romantic.”
Usher’s ninth studio album, “Coming Home,” aligns with the new launch of SKIMS.
“Coming Home” is a full-circle moment for Usher, a way to celebrate his many career milestones, from winning multiple Grammys to performing at the biggest sporting event in American history. So, when he was asked to partner with SKIMS to celebrate both of their new launches, the choice was a no-brainer.
“When I was asked to partner with SKIMS Mens, I was so humbled,” Usher said in a statement, via People magazine. “Kim’s been a longtime friend of mine who’s always been so supportive of my work, so the opportunity to collaborate on a campaign that supports both of our highly anticipated launches made total sense.”
It also helps that Usher is a fan of the shapewear, saying he “feels good” in the underwear, per the clip.
“With the way that I move, being this comfortable in what you wear is essential,” he told the publication. “SKIMS is about embracing who you are, inside and out, and feeling empowered to express yourself authentically.”
In addition to fangirling over the SKIMS underwear, Usher gave fans rare insight into his thoughts on performing, noting how his love for entertaining comes from “the element of intimacy between me and an audience.” It’s not surprising, considering the singer is known for his over-the-top performances (re: Las Vegas Residency), where he’s often seen crooning directly into the fan’s eyes.
Usher isn’t the first (or the last!) star to become the face of the Kim Kardshian-beloved brand.
The singer isn’t the only star to strip their clothes in the name of SKIMS. In October 2023, SKIMS launched its menswear line (yes, the same line Usher is now a part of) with NBA basketball players and athletes Neymar Jr., Nick Bosa, and Shai Gilgeous-Alexander as its leading men.
Singer Lana Del Rey broke the Internet on Valentine’s Day after debuting sexy and scandalous shots in SKIMS’ lingerie. Oh, and who can forget about 2023’s Valentine’s Day campaign with the breakout stars of “White Lotus?”
Usher wasn’t the first, but he was certainly one of the best to look at in a SKIMS campaign. Just a teeny-tiny suggestion Kim K… keep Usher in the rotation for any future ad campaigns. In the meantime, if you’re craving some more Usher-ness, listen to “Coming Home” or buy a ticket to see him in person. In our opinion, an Usher performance is better than any ad campaign.
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