Nike is roping in reality TV and fashion influencer Kim Kardashian to boost its women’s activewear division. The sports brand is partnering with Kardashian’s Skims shapewear, it announced Tuesday.
NikeSkims marks the first time the activewear giant is co-creating with an outside company. The products will launch in the US in the spring.
The partnership comes when the sports giant is struggling to return to its glory days. Nike’s sales dropped 8% last quarter, and its stock has plunged 25% in the past year. It faces tough competition from upstarts like Hoka and On and brands like Lululemon.
Teaming up with Kardashian’s Skims empire, valued at $4 billion, is a successful strategy to remain relevant.
Skims is popular as a shapewear and underwear brand, partnering with star influencers and celebrities, and even landed NBA, WNBA and Team USA sponsorships in 2024. The collaboration comes as women’s sports, especially basketball, have become popular among viewers.
Investors seem to approve: Nike’s stock jumped 3% after the announcement, while Lululemon’s fell nearly the same amount.