Actor and comedian Will Ferrell made a stop in Pinehurst on Thursday as part of a promotional event for his upcoming Netflix comedy series, The Hawk.

The event centered around the fictional induction of Ferrell’s character, Lonnie “The Hawk” Hawkins, into the World Golf Hall of Fame, which is located in Pinehurst. The induction was staged as a one-day promotional activation ahead of the show’s premiere on Netflix next month.

As part of the event, Ferrell appeared in character and participated in a mock press conference portraying Hawkins, a former golf superstar attempting a comeback later in life.

A public fan event was also held outside the World Golf Hall of Fame, where attendees had the opportunity to participate in games, win prizes and interact with elements tied to the upcoming series. Ferrell later made an appearance at the event, drawing a crowd of fans and visitors.

According to Netflix, The Hawk follows Lonnie Hawkins, a once-dominant golfer and former world No. 1 who refuses to retire as he chases one final major championship in hopes of completing the career Grand Slam. His pursuit of golf glory comes despite skepticism from his ex-wife and his son, an emerging golf star.

The 10-episode comedy series was created by Will Ferrell, Harper Steele and Chris Henchy. In addition to Ferrell, the cast includes Molly Shannon, Jimmy Tatro, Fortune Feimster, Luke Wilson, Chris Parnell and David Hornsby.

The Hawk is scheduled to premiere on Netflix on July 16.

The promotional event marked an unusual but fitting stop for the series, with Pinehurst’s long-standing connection to the game of golf providing the backdrop for the fictional Hall of Fame induction.