Review of Skims “It Starts with Skims” Fall 2024 Ad Campaign by Photographer Aidan Cullen with model Donovan Mitchell
Skims continues its brilliant strategic alignment with the world of sports with a new campaign starring basketball star Donovan Mitchell. The Cleveland Cavalier and five-time All Star was lensed by photographer Aidan Cullen.
Drawing on the idea of pre-game rituals, the concept cleverly positions the brand’s athletic underwear as the first layer on the path to victory, as embodied in the tagline “It Starts with Skims.” The intimate locker room shots give further dimension to the brand’s ethos of comfortability balanced with sexiness, while the accompanying short video balances the thrill of the game with the quiet anticipation of the moments before.
With each new thoughtfully chosen high-profile partnership – whether it’s basketball stars, pop singers, or another appearance by creative director Kim Kardashian herself – the universe of Skims grows ever stronger.
Photographer | Aidan Cullen
Model | Donovan Mitchell