R&B SUPERSTAR USHER is the latest male celebrity to partner with Kim Kardashian’s SKIMS clothing brand and star in a thirsty underwear ad campaign.
Usher never really went away, but right now feels like something of a comeback moment. The singer is about to release ninth studio album COMING HOME (his first full-length record in eight years), and he is due to perform at the Super Bowl LVIII half-time show on February 11, which will undoubtedly bring many of his hits back into the public consciousness—and introduce a whole new generation to his talent.
So what better time to remind everyone that he is still ripped and fit as hell at 45 years old?
The singer models an array of cotton and stretch items in colors labeled “midnight,” “military” and “oxblood,” in the campaign shot by photographer Donna Trope, showing off the lean, chiseled physique and six-pack abs that has been an integral part of his image for over 20 years. In several images, he playfully holds a peach, in a nod to the artwork for his new album—a special edition of which is available exclusively on SKIMS.com, complete with a bonus track cheekily entitled ‘Naked.’
“What I do is entertain,” Usher says in a video accompanying the photoshoot. “The thing I like most about performing is the element of intimacy between me and an audience, the live experience. The inspiration of this new album, COMING HOME, is all about romance. It deals with love, happiness, it deals with joy. It’s a love story, but it’s romantic.”
Originally launched as a women’s shapewear company, SKIMS has evolved to incorporate a male offering in the last year. In October 2023 it unveiled its first men’s collection, with NFL star Nick Bosa, Canadian basketball player Shai Gilgeous-Alexander and Brazilian soccer pro Neymar, Jr. appearing in the inaugural campaign.
“Having someone from each sport, and me traveling the world to go to these soccer games with my son and all of his friends—getting some of their idols in the campaign is like a ‘pinch me’ moment,” said Kardashian.
Shortly after, it was announced that SKIMS would become an official partner of the NBA and WNBA, cementing itself as an athletic brand. Which makes this partnership with Usher, the latest musician to step onto the Super Bowl stage, even smarter.
This article originally appeared on Men’s Health US