Nike is facing a slump, with declining sales and stock value over the past year. Its new CEO needs help reviving the brand, which has been struggling in the activewear category. To address this, Nike is partnering with Kim Kardashian to launch a new brand called “NikeSkims”.
The collection will feature shapewear-inspired apparel and will disrupt the global fitness industry with innovative products. The brand will first roll out in the US online and at select retail locations in spring 2024, with a global launch planned for 2026.
This partnership is a significant move for Nike, as it marks its first time partnering with an outside company to create a new brand. The deal will help Nike compete against Lululemon and Alo, which have been gaining market share in the activewear category.
Kim Kardashian’s shapewear line Skims has been highly successful, valued at $4 billion as of 2023. The partnership aims to leverage Skims’ expertise in women’s wear and storytelling to revamp Nike’s brand.
The move is seen as a strategic attempt by Nike to regain its footing in the competitive activewear market. With the new brand, Nike hopes to improve its ability to innovate and tell compelling stories to consumers.
Source: https://edition.cnn.com/2025/02/18/business/nike-skims-new-brand/index.html