Nike teams up with Kim Kardashian’s SKIMS for new athleisure venture

Nike has signed a “long-term” partnership with Kim Kardashian’s underwear label SKIMS to launch a new fitness brand to be called NikeSKIMS.

The two firms said in a statement that they will create an “extensive line of training apparel, footwear and accessories”, catering for female customers.

“Nike and SKIMS share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women,” SKIMS co-founder Kardashian said in the statement.

“This partnership is the culmination of that shared vision,” she explained.

Nike aiming to win over women

Nike is ramping up its efforts to appeal to women after CEO Elliott Hill assumed his post in October last year, replacing John Donahoe.

Hill, who had worked for Nike previously and retired in 2020, was re-hired in a bid to turn around the firm’s fortunes.

The brand’s stock price has fallen around 25% over the past year as the firm has lost out to competitors.

In an update in December, Nike said its revenues in the three months to 30 November fell 8% year-on-year, to $12.4 billion (€11.9bn).

In response to the earnings, Hill said that the firm’s “clear priority” was to “return sport to the center”, arguing that the brand had lost its roots and become too promotional.

Nike is now seeking to tap into a female consumer base to boost its sales.

New advert showcases female athletes

Along with the SKIMS partnership, Nike debuted a new ad campaign during the Super Bowl football game, showcasing female athletes like gymnast Jordan Chiles and basketball player Caitlin Clark.

Nike has said previously that only around 40% of its customers are women.

SKIMS, meanwhile, was valued at $4bn (€3.8bn) in 2023.

The shapewear company was founded in 2019 by Kim Kardashian, along with business partners Emma and Jens Grede.

The firm remains private but some analysts believe a partnership with Nike could boost investor confidence and pave the way for an IPO.

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NikeSKIMS will launch its first collection in the United States this spring, with a global expansion set to follow in 2026.

The visuals for the new brand have not yet been released.