Nike Partners with Kim Kardashian’s Skims to Target Women’s Athleticwear Market
In a strategic move, Nike has announced the launch of a new brand, NikeSkims, in collaboration with Kim Kardashian’s shapewear company, Skims. This partnership marks the first time in Nike’s 61-year history that it has co-created a brand with another company. Scheduled for a U.S. release this spring, with plans for a global rollout in 2026, the NikeSkims line will include apparel, footwear, and accessories.
The decision comes at a pivotal moment for Nike, following a challenging year that saw a significant decline in its stock value—down 60% from its 2021 high after several quarters of declining sales. However, the announcement of this collaboration has been positively received in the financial markets, with Nike’s shares rising 6% and boosting its market capitalization by approximately $6.7 billion.
This collaboration is intriguing given the contrasting core products of the two brands. Nike, known for its extensive investment in research and development and marketing of high-performance athletic products, is partnering with Skims, which is renowned for its body-shaping wear that simulates the look of an active lifestyle rather than actual athletic functionality. This shift reflects a broader trend in the athleticwear market, where there is increasing consumer interest in versatile, style-forward workout clothing that is suitable for both leisure and exercise.
This collaboration between Nike and Skims introduces a significant shift in Nike’s approach to the women’s athleticwear market. NikeSkims, positioned as a standalone brand similar to the Jordan brand, represents a strategic pivot towards integrating fashion-forward aesthetics with functional sportswear, aiming to attract consumers who value both elements in their fitness attire.
The structure of the NikeSkims deal is particularly noteworthy. It’s not just a collaboration but the creation of a new division within Nike, signaling a significant investment in Skims as a long-term partner, akin to Nike’s transformative collaborations with Virgil Abloh and Off-White. This move suggests that Nike views the potential impact of Skims on its women’s segment as profoundly as the effect of past successful collaborations.
Both Nike and Skims stand to benefit from this partnership. They will leverage their combined strengths in innovation, design, and marketing, gaining unparalleled access to a network that spans professional sports and entertainment—key arenas for promoting their products. The collaboration could allow Nike to infuse Skims’ insights into its broader women’s strategy, much like Adidas has integrated Yeezy-inspired elements across its collections.
As NikeSkims prepares for its market debut next spring with a subsequent global release, the financial markets have already signaled optimism about the potential of this partnership. However, the true test will come when consumers interact with the new line, determining whether NikeSkims will follow the successful trajectory of the Jordan brand or face challenges similar to Adidas’ partnership with Yeezy. With high stakes and high expectations, the industry and consumers alike are watching closely to see how this bold move unfolds.