Nike enlists Kim Kardashian’s Skims to help with brand recovery

The news: Nike is debuting the NikeSKIMS brand in partnership with Kim Kardashian’s shapewear company as it looks to better connect with women.

• The brand, which includes training apparel, footwear, and accessories, will combine Nike’s technical knowhow with Skims’ “incredible attention to the female body” and emphasis on inclusivity.
• The first collection will launch this spring in the US at select stores and on Nike’s website, followed by an expansion into global markets and wholesale partnerships in 2026.

The big picture: The partnership is part of a multipronged strategy to attract more women to the Nike brand, which has lost out in recent years to players like lululemon athletica and Alo Yoga. Women’s sports are fast becoming a lucrative opportunity for many brands, helped by the rising popularity of the WNBA and other leagues.

• Nike made female athletes the centerpiece of its Super Bowl ad, its first in nearly 30 years—a clear sign of its focus as it tries to reboot sales.
• The company also deepened its investments in the WNBA late last year as part of a 12-year extension of its role as the league’s exclusive on-court, uniform, and fan apparel manufacturer.

Will it work? Nike and Skims are touting their brand partnership as an opportunity to disrupt the global fitness and activewear industry by giving women access to athletic products that deliver on both performance and style. While much depends on execution, Skims’ red-hot popularity could give Nike the boost it needs to regain its brand cachet and push sales into positive territory.