Nike Teams Up with Kim Kardashian’s Skims to Launch NikeSkims: Redefining Women’s Athletic Wear
In an exciting development for fitness enthusiasts and fashion lovers alike, Nike has partnered with Kim Kardashian’s Skims to introduce a groundbreaking brand, NikeSkims. Announced on Tuesday, this collaboration is set to launch its first collection this spring, offering a stylish and performance-driven range of training apparel, footwear, and accessories. Designed to appeal to the modern woman, NikeSkims combines Nike’s athletic expertise with Skims’ inclusive, body-positive ethos, promising a fresh take on women’s athletic wear.
What to Expect from NikeSkims
The debut collection of NikeSkims will roll out in select stores and on Nike’s official website this spring. The brand aims to cater to a diverse audience with extended sizing, ensuring it suits “every dimension of athleticism, from the elite to the everyday.” The product lineup—including apparel, shoes, and accessories—is crafted to “fit the body’s every curve, enhancing its natural form,” according to a Nike press release. This fusion of sports performance and style highlights the unique strengths of both Nike and Skims, setting the stage for a collection that’s as functional as it is fashionable.
Looking ahead, NikeSkims has big plans for 2024, with a global expansion that will bring the brand to new markets, additional stores, and wholesale partners. This strategic growth underscores Nike’s ambition to solidify its presence in the competitive women’s athletic wear market, while leveraging Skims’ skyrocketing popularity.
A Partnership Built on Shared Vision
The collaboration between Nike and Skims is rooted in a mutual commitment to innovation, inclusivity, and empowering women. Kim Kardashian, co-founder and chief creative officer of Skims, emphasized the meticulous care behind this venture:
“Nike and Skims share a deep commitment to innovation, inclusivity, and pushing boundaries, driven by an unwavering belief in the power of women. This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body. Every single detail has been obsessed over and carefully considered.”
On the Nike side, Amy Montagne, vice president and general manager of Nike Women’s, highlighted how this launch builds on the company’s legacy:
“No footwear or apparel brand delivers the level of support Nike provides to women’s sport and movement. With NikeSkims, we’re deepening that support, listening to the voices of our athletes and women around the world and meeting their needs with a unique and disruptive point of view rooted in strength and style.”
This partnership isn’t just about products—it’s about inspiring a new generation of women to embrace athletics with confidence and flair.
Nike’s Quest to Win Over Female Shoppers
For years, Nike has been working to strengthen its bond with female consumers. Past efforts include refining its sneaker offerings for women, streamlining its leggings and bra collections, and prioritizing women’s needs in product design. The launch of NikeSkims takes this mission to the next level by tapping into the cultural influence of Kim Kardashian and the meteoric rise of Skims.
Since its inception in 2019, Skims has transformed from a shapewear brand into a lifestyle powerhouse. It expanded into men’s wear in 2021, opened its first brick-and-mortar store in Washington, D.C.’s Georgetown area in 2023, and even ventured into athletics by securing a partnership as the official underwear provider for the NBA, WNBA, and USA Basketball. While Skims has marketed to both men and women—featuring athletes across genders—NikeSkims will initially focus exclusively on women, honing in on a demographic eager for innovative athletic fashion.
Overcoming Challenges with a Strategic Move
Nike’s timing for this collaboration is noteworthy. The sportswear giant has recently faced hurdles, including declining revenue and a loss of market share among younger consumers. Enter new CEO Elliott Hill, who assumed leadership with a mandate to refocus the brand. In December, Hill outlined plans to reinvest in storytelling, scale back on promotions, and revive wholesale partnerships after an overemphasis on direct-to-consumer sales. The introduction of NikeSkims aligns perfectly with this strategy, harnessing Skims’ buzz and Kardashian’s star power to rekindle interest and drive growth.
Why NikeSkims Matters
The arrival of NikeSkims signals a bold new chapter in women’s athletic wear. By merging Nike’s performance-driven heritage with Skims’ flair for inclusivity and style, this collaboration is poised to make waves in the industry. Whether you’re an elite athlete or simply enjoy a daily workout, NikeSkims promises gear that empowers you to move with strength and confidence.
As the brand gears up for its spring launch and global rollout in 2024, all eyes will be on how it reshapes the athletic apparel market. Stay tuned to Nike’s website and select retailers for your chance to experience NikeSkims—where sports meets style like never before.