Mannequins that display Shapewear in a skims pop-up store in the Nordstrom Flagship Store in New York, USA, on Sunday 9 June 2024.
Bing Guan | Bloomberg | Getty images
Nike Works together with Kim Kardashian's Intimates Brand Skims to launch a new line of ActiveWear, while the Legacy Sneaker Giant looks more to win more women and compete better with LululemonAlo Yoga and Vuori, the companies announced on Tuesday.
The new brand – Nikeskims dubbed – contains clothing, footwear and accessories. It will debut its first collection this spring, planned with a worldwide roll -out for 2026. It is not clear what the products look like or which items will be included in the first collection. The only image in Nike's announcement was an image of the logo of the new brand.
Nike's partnership with Skims, the Buzzzy Shapewear brand made by Kardashian and the Swedish entrepreneur Jens Grede, the CEO of the brand, comes as Nike looks back to claw that it is lost to start competitors and more women in the brand to bring.
A new ActiveWear line with the attached name of Skims gives Nike one with the types of shoppers who buy ActiveWear from Lululemon and newer competitors such as ALO Yoga and Vuori, which are more for women than Nike.
Nike has said earlier that about 40% of his customers are women, but most clothing brands prefer more female consumers than men because they tend to shop more and spend more on clothing. Moreover, this gender gap has enabled Nike's competitors to get a foothold in the athletic clothing activities, which could be a growth option for the sneakgig giant. In Fiscal 2024, clothing represented only about 28% of Nike Brand's income.
Last week Nike debuted a new advertising campaign aimed at female athletes during the Super Bowl, the first major game advertisement in decades. The campaign, called “So Win”, emphasizes female athletes such as gymnast Jordan Chiles and WNBA star Caitlin Clark and Sabrina Ionescu. The place became the challenges that women in the sport have confronted and called on them to win, even though they have been told what they cannot do and who they should not be.
The campaign made it clear that reaching female athletes and recording the buzz currently around the sports sports will be a center of Nike's strategy under the new CEO Elliott Hill. Not only will the Skims -Partnerschap Nike allow to compete better for women, it will also yield a new product line at a time when the company is accused of lagging on innovation and the same, making legacy styles no longer Being exciting to consumers.
For skims, which was last appreciated at $ 4 billion, Nike partnership and access to production and development opportunities offers a growth option for a brand that is popular, but is still relatively small compared to competitors. Other intimation brands, such as Victoria's SecretHave tried and largely not to branch it into active clothing, so that skims may be able to prove a winner in the room with Nike by his side.
Moreover, it is good for an IPO that has considered skims. If skims can show that it has more growth opportunities and a strategic partner such as Nike, a public debut will be an easier sale for investors who are careful with consumer companies in the midst of tariff problems, persistent inflation and a withdrawal of discretionary expenditure.
Grede has said earlier that the retailer deserves to become a public company, but he told WWD in December that it has not yet made a decision about an IPO.
