Nike is launching a new women’s activewear brand in partnership with Kim Kardashian’s Skims. The brand, called NikeSKIMS, will debut in the U.S. this spring.
Nike Expands Its Focus on Women’s Apparel
Nike aims to attract more female customers with this collaboration. Women made up 40% of Nike’s customers in 2023. The company also ran its first Super Bowl ad in nearly 30 years, featuring female sports stars like Caitlin Clark and Sha’Carri Richardson.
What Will NikeSKIMS Offer?
NikeSKIMS will include:
- Training apparel
- Footwear
- Accessories for women
The first collection will launch in select U.S. stores and online at the NikeSKIMS website. A global launch is set for 2026, with plans to expand into more stores and wholesale markets.
Nike’s Strategy for Growth
Nike’s sales have been slowing compared to competitors like Hoka and New Balance. CEO Elliott Hill is focusing on product innovation and a return to sports-focused apparel to regain momentum.
Skims, which started in 2019, is valued at $4 billion and has a strong reputation for high-demand shapewear. The partnership could help Nike attract new customers while giving Skims a bigger role in the activewear market.
Nike’s Market Performance
After the announcement, Nike’s shares rose 3% on Tuesday. The brand will join Nike’s portfolio, which includes Converse, Jordan, ACG, and Nike SB.
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