Nike announced a multi-year collaboration with Kim Kardashian’s shapewear firm, SKIMS, to launch a new activewear line, NikeSKIMS, CNBC reported.
The range, which will include apparel, footwear, and accessories, will be released this spring with a worldwide rollout in 2026. Details of individual items are not yet available, but Nike included a logo for the new brand in the announcement.
This alliance follows as Nike struggles to reclaim its share in the fast-growing athleisure market, which has been dominated by competitors Lululemon, Alo Yoga, and Vuori.
Nike is also hoping that the alliance will help strengthen its ties with women consumers, who currently represent about 40% of its base.
In a press release, the firm stated that NikeSKIMS would “disrupt the global active wear and fitness industry with best-in-class innovation in service of all women athletes.”
Nike recently bragged about its women’s sports focus in a Super Bowl commercial with female athletes, and this partnership with SKIMS could be a way of riding the coattails of that.
For SKIMS, last worth $4 billion, a partnership with Nike is access to high-end manufacturing and design talent. The partnership also puts the company into position for a possible IPO.
SKIMS co-founder and CEO Jens Grede referred to the partnership as a game-changer that brought together SKIMS’ emphasis on body confidence and Nike’s expertise in athletic performance.
Leave a Reply