Nike has announced a groundbreaking partnership with U.S. reality TV star Kim Kardashian’s shapewear brand, Skims, to create a new line of activewear. This move is aimed at winning over female consumers and competing with rising stars like Lululemon, Alo Yoga, and Vuori.
The new brand, named NikeSKIMS, will feature apparel, footwear, and accessories, with its initial collection set to debut this spring. A full global rollout is expected by 2026. While details on the product lineup remain scarce, Nike’s announcement only included a graphic of the new logo.
A Strategic Move to Close the Gender Gap
The collaboration comes as Nike seeks to recover market share lost to competitors that have built strong followings among women. Nike’s previous efforts have seen women making up 40% of its customer base, but female consumers are critical to driving apparel sales, as they tend to shop more frequently and spend more on clothing. This gender gap has allowed companies like Lululemon and Alo Yoga to thrive, offering Nike a growth opportunity in the booming activewear market. In fiscal 2024, apparel made up only 28% of Nike’s total revenue.
Skims Brings Innovation and Growth Potential
For Skims, the partnership with Nike—valued at $4 billion—presents a significant growth opportunity. The collaboration gives Skims access to Nike’s vast manufacturing and development capabilities, making it more competitive in the activewear space. While other intimates brands, like Victoria’s Secret, have struggled to transition into activewear, Skims has a chance to prove its potential with Nike by its side.
IPO Possibility on the Horizon for Skims
The partnership could also pave the way for Skims to launch an initial public offering (IPO). Jens Grede, Skims’ CEO, has expressed confidence that the brand deserves to go public but has yet to make a final decision. Access to Nike’s resources and a clear growth path in activewear could make an IPO more appealing to investors, particularly in the face of challenges like inflation and market uncertainties.
Nike’s Focus on Female Athletes
As part of its strategy to engage more women, Nike also launched its first Super Bowl ad campaign in decades, featuring athletes like gymnast Jordan Chiles and WNBA stars Caitlin Clark and Sabrina Ionescu. The campaign, “So Win,” highlighted the obstacles women face in sports, emphasizing empowerment and challenging traditional expectations.
With a fresh focus under new CEO Elliott Hill, Nike’s partnership with Skims marks a bold move to not only strengthen its position among female consumers but also innovate its product offerings in an increasingly competitive market.
