Nike and Kim Kardashian’s Skims are set to launch their highly anticipated joint activewear line this week, following production delays that pushed back the initial release.
The partnership, called NikeSKIMS, is a central component of Nike’s strategy to attract more female consumers and reclaim market share from competitors like Lululemon, Vuori, and Alo Yoga. The new brand will debut on Friday with approximately 40 styles across three core collections—Matte, Shine, and Airy—which will be updated seasonally. The collection is designed for versatility, with pieces suitable for both athletic and everyday wear. In addition to the core line, NikeSKIMS will release seasonal collections, including a vintage-inspired range and various layering items.
The collaboration is a key initiative under new CEO Elliott Hill, who aims to re-energize Nike’s focus on sports and innovation. The collection combines Nike’s performance-drying technology with the lifestyle appeal of Skims’ knitwear and layering pieces, targeting both serious athletes and casual shoppers. This dual focus addresses criticism that under former CEO John Donahoe, the company’s emphasis on lifestyle products led to a perceived decline in performance innovation, causing some core customers to look elsewhere. Hill’s strategy is to bring athletes back to the forefront while expanding the brand’s total addressable market.
The launch is supported by a marketing campaign featuring prominent female athletes, including tennis legend Serena Williams, Olympian Sha’Carri Richardson, gymnast Jordan Chiles, and snowboarder Chloe Kim.
For Skims, last valued at $4 billion, the partnership provides access to Nike’s extensive manufacturing and development capabilities, creating a significant opportunity for growth.
“NikeSKIMS is more than a collaboration—it’s a new brand redefining activewear,” said Skims CEO Jens Grede. “With this launch, we are establishing a platform to grow NikeSKIMS, reach consumers worldwide, and set a new benchmark for how activewear is experienced.”
Nike President Amy Montagne added that the partnership is part of the company’s “broader commitment” to serving women.
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