Is Kim Kardashian saving Nike, or is NikeSKIMS a new milestone for Kim’s empire?
If you haven’t heard, the sports behemoth is officially partnering with SKIMS to create a new line and as their logo says, it's “Designed to sculpt. Engineered to perform”. SKIMS has been leaning into athleticism through partnerships like the Olympics, a collaboration with the WNBA, The North Face, and now Nike. Fans and skeptics alike are curious to see what this line will bring.
Nike's downfall
It’s no secret that Nike has been in a bit of a slump recently. Although they are still managing great athletic collaborations, the brand struggles to satisfy the shifting market need (for a better understanding of their marketing forecast, visit here). Speculations on their dwindling popularity are attributed to former CEO John Donahue, who left in 2024 and is currently replaced by Elliot Hill, who served at Nike for three decades. Nike is now competing with brands like new brands like HOKA, On, and their long-time competitor, Addidas.
“We’re energized by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSkims," Nike’s president of consumer, product, and brand, says in a statement.
She continues to say, "This partnership brings together the best of both brands and unlocks an incredible opportunity to disrupt the industry with our shared passion and commitment to innovation. We will invite even more athletes into sport and movement with products that make them feel strong and sexy."
Despite their slump, Nike’s reputation and brand remain competitive in athleticism. However, athleisure is a market they made efforts to influence but haven’t completely established. This new brand with Kim allows them to compete in athleisure while SKIMS can solidify their position in the athletic market they have already been edging into. In other words, it’s a win-win.
Regardless of whether you like the Kardashians or not, Kim does more than dress to impress. She's managed to leverage her fame from reality TV into successful brand deals and is now launching her own companies. Not to mention, the combined following of the Kardashian family is more than a billion on Instagram alone. She's created the reputation of selling out the partnerships she is part of, so if Nike is betting on Kim to give them a boost, it might not be the worst strategy.
SKIMS $4 billion net worth
Celebrity Kim Kardashian and Frame Denim co-founder Jens Grede co-founded SKIMS together in 2019. The brand has come a long way from shapewear, loungewear, and all-gender underwear; the brand has undoubtedly had some viral products vetted by the public. Although much of their marketing was strategic when partnering with big-name influencers. There is no denying that their viral products are simply due to being a good product despite their influencer partnerships.
Recently, SKIMS has partnered with The North Face, which launched an earth-toned outerwear line (nude, brown, and black), and it sold out quickly. During that time, Kim also opened the first flagship store for SKIMS in New York, a space that spans four floors. It’s not a surprise that SKIMS is interested in partnering with Nike since it’s already shown a roster of athletic collaborations with the Olympic USA team during the Tokyo, Beijing, and Paris games, along with a WMBA collaboration.
“Nike and SKIMS share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women," Kardashian said of the partnership.
This is also the first time Nike is branching out with a celebrity to create an entirely new line. Although Nike is still bigger than SKIMS, based on their time and success in the athletic retail space, SKIMS gives them a new demographic. Women’s athleisure takes on a much different audience, and quite frankly, the demand for women’s wear is shifting. The fitness and health space is much more gentle and inclusive, and many brands are creating workout gear that is wearable, chic, and functional. Clearly, this collaboration intends to dominate that market, and consumers can’t help but wonder if the Kardashian effect will save Nike. We will keep you updated until their Spring 2025 launch.