Basketball and high-fashion shapewear aren't usually in the same sentence. But when the Donovan Mitchell Skims ad dropped, the internet collectively stopped scrolling. It wasn't just another athlete endorsement. Honestly, it felt like a shift in how the NBA markets its biggest stars. Mitchell, the Cleveland Cavaliers’ explosive guard, stepped into the spotlight as a face for Kim Kardashian’s massive brand, and the timing couldn't have been more calculated.
The first campaign launched in October 2024, right as the 2024-2025 NBA season was tipping off. It featured "Spida" in a locker room setting, looking restless and ready for game one. Fast forward to April 2025, and he was back for a second round. This time, the vibe was different. The playoffs were looming. Mitchell wasn't just "chilling" anymore; he was in game mode, photographed by Eric Johnson in a basketball-court setting that felt gritty yet polished.
Why the Donovan Mitchell Skims Ad Worked
Marketing is usually pretty predictable. You see a player, they hold a shoe, they say a tagline. But the partnership between Donovan Mitchell and Skims felt more organic. Mitchell has been vocal about how his personal style has changed since he first entered the league. He went from just throwing on whatever was comfortable to realizing that fashion and performance actually go hand-in-hand.
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In an interview with Complex, Mitchell admitted that he wears the same Skims briefs in a high-stakes game as he does when he’s playing Xbox on his couch. That kind of authenticity sells. People don't want to feel like they're being sold "performance gear" that only works if you have a 40-inch vertical. They want stuff that fits their life.
The Collection Breakdown
The ads specifically pushed two main lines: Cotton and Stretch. If you’ve ever tried to find decent underwear that doesn't bunch up when you’re actually moving, you know the struggle.
- The Cotton Collection: This is the everyday stuff. It's a mid-weight blend with "built-in recovery," which basically means it doesn't get all stretched out and saggy after three washes. Mitchell was often seen in the 5-inch Boxer Brief in colors like Kyanite (a cool blue) and Light Heather Grey.
- The Stretch Collection: This is what he uses for the heavy lifting. It uses ultra-light micro-fibers with four-way elasticity. When you’re driving to the hoop like Mitchell, you need fabric that moves like a second skin. His personal favorite? The Stretch 5-inch Boxer Brief in Cocoa.
The Strategy Behind the Shoot
Skims became the Official Underwear Partner of the NBA in 2023. That was a massive deal. Before Mitchell, they used Shai Gilgeous-Alexander, who brought a high-fashion, "runway" energy to the brand. Mitchell brought something else: the "heart of the city" vibe.
The 2025 playoff campaign was strategically timed. At the time of the release, the Cavaliers were sitting pretty at the top of the Eastern Conference with a 64-18 record. By linking the brand to a winner during the most-watched part of the season, Skims ensured they weren't just a lifestyle brand—they were a "playoff-ready" brand.
Photographer Eric Johnson captured this perfectly. Instead of stiff poses, the shots showed Mitchell in motion—defensive slides, quick first steps, and relaxed moments on the training table. It felt less like a photoshoot and more like a window into a pro's routine.
Breaking the Athlete Stereotype
There’s a weird stigma sometimes with male athletes doing underwear ads. It can feel awkward or overly "macho." Mitchell leaned into the fun of it. He told Men's Health that shoots like this always have the potential to get a little awkward, but the vibes on set were just good.
He’s not just a body in these ads; he’s a person who values the routine. For Mitchell, the road trips are the hardest part of the season—sometimes being away for 14 days at a time. He mentioned that packing minimalistic, matching sets and reliable base layers helps him keep his mind right. When you’re living out of a suitcase, consistency is everything.
What People Got Wrong About the Campaign
Some critics argued that Skims was "feminizing" the NBA by bringing a brand known for women's shapewear into the locker room. That's a pretty dated take.
The reality is that the men's underwear market was stagnant for years. You had the legacy brands that everyone’s dad wore, and that was about it. Skims used Mitchell to prove that men care about fabric quality, fit, and aesthetic just as much as anyone else. They didn't change Mitchell to fit the brand; they built the campaign around his real-life needs as an All-Star.
The "outmeated" memes on Reddit and Twitter actually helped the campaign's reach. Whether people were joking about the "visuals" or comparing him to previous models like SGA, the engagement was through the roof. In the world of 2026 marketing, any conversation is a win.
Actionable Insights for the Modern Wardrobe
If you're looking to upgrade your own drawer based on the Donovan Mitchell Skims ad, here's how to actually shop the look without getting overwhelmed by the options.
- Prioritize the 5-inch inseam. Mitchell and many other athletes prefer this length because it hits mid-thigh—long enough to prevent chafing during movement, but short enough to stay hidden under gym shorts or tailored trousers.
- Mix your fabrics. Don't buy ten pairs of the same thing. Get the Cotton pieces for your rest days and the Stretch pieces for your workouts. The "recovery" in the Cotton line is real; it holds its shape much better than standard 100% cotton boxers.
- Go for the neutrals. While the campaign featured some seasonal shades, the core colors like Cocoa, Bone, and Kyanite are designed to be "minimalist." They look more high-end and are easier to coordinate if you’re into the matching-set look Mitchell mentioned.
- Size matters. Skims runs from XS to 5X. Because the Stretch line is very elastic, some people find they can size down for a more compressed feel, but for everyday wear, stick to your true size to avoid the waistband rolling.
Mitchell's partnership with Skims is likely just the beginning. With the brand valued at over $3.2 billion and their ties to the NBA growing stronger, expect to see more "Spida" collections as he continues to lead the Cavs. It’s not just about underwear; it’s about a new era of athlete branding where comfort is finally being taken seriously.