Nike is going into a partnership with Kim Kardashian’s Skims to launch a new line of activewear. The sneaker giant Nike’s collaboration with Kim Kardashian for activewear is probably to win over more women. It also wants to compete with other popular brands such as Lululemon, Alo Yoga and Vuori. This Nike and Skims partnership was announced on Tuesday.
Nike is launching new female-focused brand together with Skims, the shapewear company co-founded by Kim Kardashian.
NikeSKIMS- partnership
As per Nike, NikeSKIMS will combine Nike’s “world-class approach to advanced innovation, sport science and athlete insights” with Skims’ “signature style and inclusive solutions for every body” to bring an “entirely new look of training and fitness” for women to market.
Named NikeSKIMS, it will include apparel, footwear and accessories. The initial collection will drop in Spring. The company plans to go global by 2026. Though the exact products or what all will be included in the initial collection is not known.
Nike strategy to gain market share
Nike’s partnership with Skims for fitness apparel is to gain back the market share it has lost to upstart competitors. It also wants to attract more women into the brand.
A new activewear line with the Skims name attached will give Nike an in with the types of shoppers who are buying activewear from Lululemon and newer competitors such as Alo Yoga and Vuori, which cater more to women than Nike currently does.
In fiscal 2024, apparel only represented about 28% of Nike brand revenue.
Nike’s strategy for growth
Nike debuted a new ad campaign geared toward female athletes during the Super Bowl, its first big game advertisement in decades. The campaign made it clear that reaching female athletes and capturing the buzz currently surrounding women’s sports will be a focal point of Nike’s strategy under its new CEO Elliott Hill.
Growth opportunity for Kim Kardashian’s Skims
Skims valued at $4 billion, its partnership with Nike will bring growth opportunity for the company. Skims has been considering initial public offering, and this could work well for it.
“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,” Kardashian said in a statement.
