# Usher for Skims Mens

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

- Owner: Skims
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2024-02-05
- Peak date: 2024-02-05
- Spread Score: 40 (Notable, provisional), v1.2
- Mechanics: Newsjacking, Press loop, Platform jump

## Summary

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.

## Timeline

- 2024-02-05 — Usher / Skims (Instagram) — Usher unveiled his Skims underwear campaign on social media, including an Instagram announcement.
- 2024-02-05 — X users (X) — X users posted approving reactions, such as SAI (@sairusbliss1): "Usher for Skims, the man that you are."
- 2024-02-05 — Fashionista, Us Weekly, HOT 97 (Press) — Fashionista, Us Weekly and HOT 97 covered the campaign on launch day; Us Weekly said fans flocked to the comments.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/skims-usher

Cite as: How It Spread (2026). “Usher for Skims Mens.” Case HIS-00979. Spread Score v1.2: 40/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00979