Kim Kardashian Reveals New Nike Collaboration

Kim Kardashian is back with another exciting collaboration—Nike. The athletic brand has introduced a new, female-focused look.

NikeSKIMS will merge Nike’s “world-class approach to advanced innovation, sport science, and athlete insights” with Skims’ “signature style and inclusive solutions for every body” to introduce an “entirely new look of training and fitness” for women, according to Nike.

“Nike and SKIMS both have a strong dedication to innovation, inclusivity, and breaking boundaries, fueled by a steadfast belief in the strength of women. This collaboration brings that shared vision to life, offering products that are carefully crafted to sculpt and perform for every body,” Kardashian made in a statement.

Nike is aiming to grow its women’s business through its partnership with Skims as part of its ongoing efforts to ensure long-term success.

The company has previously stated that around 40% of its customers are women, but many apparel brands aim for a higher percentage of female consumers since they typically shop more and spend more on clothing.

Additionally, this gender gap has enabled Nike’s competitors to gain a foothold in the athletic apparel market, presenting a potential growth opportunity for the sneaker giant. In fiscal 2024, apparel accounted for just about 28% of Nike’s brand revenue.

Under new CEO Elliott Hill, Nike’s strategy focuses on engaging female athletes and capitalizing on the growing interest in women’s sports. The Skims partnership will help Nike better compete for female consumers and introduce new products, addressing concerns about the brand’s innovation and reliance on outdated legacy styles.

Valued at $4 billion, Skims views the Nike partnership as a growth opportunity, gaining access to Nike’s manufacturing and development resources. While Skims is popular, it remains smaller than its competitors. Other intimates brands, like Victoria’s Secret, have struggled to expand into activewear, but with Nike’s support, Skims could succeed in this space.

Nike (NKE) posted an 8% decline in sales for its latest quarter, indicating ongoing struggles. However, shares gained nearly 3% in early trading after the Kardashian news broke. In contrast, Lululemon (LULU) saw a similar decline in its shares.

This partnership signals a strategic move for both brands, potentially reshaping their futures in the competitive activewear market. As Nike works to regain momentum and Skims looks to expand, their collaboration could offer significant growth opportunities in this evolving industry.