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Library/Campaign/Usher for Skims Mens
Grade B14 sourcesHIS-00979

Usher for Skims Mens

Campaign · 2024 · Notable

40Editable slideCertificate

Usher's Skims underwear ads launched six days before his Super Bowl halftime show.

Original · Skims
Usher Calls Kim Kardashian “A Fairy God-A&R” and Talks New Skims Ad
The Hollywood Reporter (syndicated by Yahoo Entertainment)
Usher Partners With Kim Kardashian’s SKIMS As Latest Underwear Star
HOT 97
IOL
IOL / Sunday Tribune
Usher Strips Down As Spokesmodel For Kim K.’s SKIMS Men…And Social Media Approves
Black America Web
SKIMs and Usher's Restock Campaign | DTC Newsletter Feb 20, 2024
DTC Newsletter
Usher Stars in Newest SKIMS Campaign for Men’s Collection Restock: Shop the Collab Here
Billboard (syndicated by Yahoo Entertainment)

Spread Score

How it works
ReachNo data yetContagion35Breadth30Velocity65Longevity3540

Numbers

Seed to peak
same day
Feb 5 ’24 to Feb 5 ’24
Platforms
5
Started on Instagram
Origin
Seeded
Fashion & accessories

Mechanics

  • NewsjackingPrimary
  • Press loop
  • Platform jump

How it spread

Trace the origin

Usher’s campaign linked two scheduled releases: a one-week exclusive album download and a February 12 underwear restock. PEOPLE announced both on February 5 and described the modeled lines as already often sold out. The sequence documents planned cross-promotion.

Google searchesJan ’24FebMarAprMayJunPeakInstagramXPressRetailOpen web
InstagramXPressRetailOpen web

6 more events on this chart

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Timeline (9)

  1. February 2024

    Usher / Skims seed · Feb 5 ’24

    Usher unveiled his Skims underwear campaign on social media, including an Instagram announcement.[4][5]

    Usher Partners With Kim Kardashian’s SKIMS As Latest Underwear Star

  2. X users platform jump · Feb 5 ’24

    X users posted approving reactions, such as SAI (@sairusbliss1): "Usher for Skims, the man that you are."[2][10]

    Usher Strips Down As Spokesmodel For Kim K.’s SKIMS Men…And Social Media Approves

  3. Fashionista, Us Weekly, HOT 97 peak · Feb 5 ’24

    Fashionista, Us Weekly and HOT 97 covered the campaign on launch day; Us Weekly said fans flocked to the comments.[1][5][4]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 event
  2. 2026-10-15Added: 8 events, 12 sources · Score 51
Origin
Seeded
Sector
Fashion & accessories
Region
US
Reported figure
—
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesJan ’24FebMarAprMayJunPeakInstagramXPressRetailOpen web
InstagramXPressRetailOpen web

6 more events on this chart

Join free to see them

  1. February 2024

    Usher / Skims seed · Feb 5 ’24

    Usher unveiled his Skims underwear campaign on social media, including an Instagram announcement.[4][5]

    Usher Partners With Kim Kardashian’s SKIMS As Latest Underwear Star

  2. X users platform jump · Feb 5 ’24

    X users posted approving reactions, such as SAI (@sairusbliss1): "Usher for Skims, the man that you are."[2][10]

    Usher Strips Down As Spokesmodel For Kim K.’s SKIMS Men…And Social Media Approves

  3. Fashionista, Us Weekly, HOT 97 peak · Feb 5 ’24

    Fashionista, Us Weekly and HOT 97 covered the campaign on launch day; Us Weekly said fans flocked to the comments.[1][5][4]

  1. press · Feb 5 ’24

  2. commercial · Feb 9 ’24

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Why it worked

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