Nike partners with Kim Kardashian’s Skims to launch new women’s brand!
Nike has teamed up with Kim Kardashian’s clothing company Skims to launch a new sportswear brand for women.
NikeSKIMS plans to disrupt the global fitness and activewear industry with ‘best-in-class innovation in service of all women athletes’ brand to offer training apparel, footwear and accessories that are both ‘functional and flattering’
Nike plans to return to its core business and put the consumer first, with a renewed focus on product innovation and aspirational storytelling. NikeSKIMS, which is promising to champion the ‘confidence, strength, femininity and competitiveness’ of women athletes of all abilities, ticks several of those boxes. Nike will also be hoping to claw back market share from women-centric sportswear brands such as Lululemon.
This is the first time that Nike has partnered with an external company for a new brand. Skims, which was founded in 2019 and has been valued at more than US$4 billion, notably signed a deal with the National Basketball Association (NBA) in 2023 and produced apparel for the 2024 Olympics and Paralympics.
Nike says: “This partnership brings together the best of both brands and unlocks an incredible opportunity to disrupt the industry with our shared passion and commitment to innovation. We will invite even more athletes into sport and movement with product that makes them feel strong and sexy.”
Jens Grede, Skims’ co-founder and chief executive, added: “Over the past five years, Skims has redefined the intimates and casual apparel landscape, championing inclusivity and confidence.
“Now, by partnering with Nike, the undisputed leader in athletic performance and innovation, we’re poised to create a new standard in the activewear market. This partnership will empower individuals to move with confidence and express themselves authentically, merging Skims’ focus on body confidence and self-expression with Nike’s relentless pursuit of athletic excellence.”
