More than 40 years ago Michael Jordan Nike helped to become the name in Basketball Sneakers. Nowadays it is betting that Kim Kardashian can help to do the same for Women’s ActiveWear.
On Tuesday, Nike announced the founding of Nikeskims, a new brand in collaboration with Skims, the ShapeWear Goliath co -founded by Mrs. Kardashian. Nikeskims marks the first time Nike has joined an existing, external company to introduce a new brand.
“It is this great clash of performance product – tested athlete, athlete inspired – with skims incredible attention to the female form of the body and inclusiveness,” said Heidi O’Neill, the president of consumers, product and brand at Nike.
The brand, she said, “women will serve so that they can feel strong and sexy.”
The two companies have been working on Nikeskims since October 2023. Skims, who has conquered the Shapewear market with his curve-accentuating leggings, bodysuits and tops, first reached for Nike about working together.
The first harvest of products will touch Skims and Nike websites and select stores in the United States in the spring of 2025. Nikeskims will grop out worldwide next year.
If the Shapewear from Skims is designed for daily clothing, Nikeskims will be the target of an hour -long HIIT classes and sweaty treadmill sessions. It will use existing textiles with training, such as Dri-Fit, as well as “innovations that are built more unique for skims,” said Mrs. O’Neill. She has not shared any details about prices, but a few Dri-Fit Leggings from Nike sells for $ 60, only a smithy more than the $ 56 leggings of skims.
Nikeskims will concentrate on women’s clothing, with plans to add shoes and accessories in the future. Jens Grede, the Chief Executive and co-founder of Skims, said it was not excluded to expand to men’s clothing. Nikeskims, similar to Air Jordan, will have his own dedicated staff.
Nikeskims arrives at a moment of increasing interest in women’s sports, such as basketball. Skims happens to be the official underwear partner of the WNBA, as well as the NBA and USA basketball.
Women’s sports, said Mrs. O’Neill, are not a trend but “a transformation.” The company, she noticed, saw a double digits in the sports activities of his wives in the last two years.
In working with skims, Nike also gets direct access to one of the most visible women on the planet. Mrs. Kardashian has more than 358 million Instagram followers and Gamely stars in many of the promotional clips from Skims. In a video that was uploaded to Skims’s Instagram last week, Mrs. Kardashian, dressed in a tonal Tan Bodysuit, took the role of Fairy Butt Mother To an unfortunate gym.
Nike and Skims were mother about how their new partnership would be brought to the market, but Mrs. O’Neill praised Mrs. Kardashian as an “incredible manager” in a way that reminded her of Mr. Jordan.
Mr. Grede continued in talking about his co-founder: “It is difficult not to consider her as the Michael Jordan of influencers,” he said.
For Skims, the Nike coupling is another expansion of a company that has risen in its six years from a region in the Shapewear industry to its most important player.
In 2023, skims was appreciated at $ 4 billion and today has six stores in the United States. “Skims deserves one day to become a public company,” said Mr. Grede and recognized investor speculation, but for now the company enjoys “Very enjoying what we do.”
In Nike, Skims found a partner who not only offered materials and production options investigated in the field, but also an extensive distribution network. The goal is that Nikeskims products are sold in the near future through Nike’s Retail partners.
“We didn’t want to go to this very large category and do something small,” said Mr. Grede. Skims, he said, wanted to do something big and unexpected, and “Nike gave us the opportunity to do it.”
