NikeSKIMS: Is a New Brand the Answer to Nike’s Problems?
Nike and Kim Kardashian announced a groundbreaking collaboration last week that could shake up the women’s activewear market. But is this collaboration the answer to Nike’s struggles?
Happy New Week!
Last week Nike and Kim Kardashian’s SKIMS announced their new groundbreaking venture: NikeSKIMS, a brand poised to redefine women's activewear. Unlike a traditional collaboration, NikeSKIMS is positioned as an entirely new brand, aiming to disrupt the global fitness and activewear industry with top-tier innovation in service of women athletes. As Nike aggressively works to reclaim its lost market share, this move is clearly a strategic play to win back the hearts and minds of female consumers. But is this the best approach?
The Rise of Athleisure and the Female Fitness Market
We’ve previously discussed the explosive growth of the athleisure market, and it shows no signs of slowing down. Women are increasingly taking up new sports like aerial yoga, pilates, and running, prompting brands to evolve in response. While Nike has historically dominated performance sportswear, it faces stiff competition from athleisure-focused brands such as Alo, Gymshark, and Lululemon—all of which specialise in serving this growing audience.
Nike's Super Bowl ad placed women at the forefront of its campaign, signalling a female empowerment to be a huge part of their new CEO’s strategy. The global activewear market is projected to reach £380 billion by 2028, with women’s apparel driving much of this expansion. NikeSKIMS, launching at such a pivotal moment, aligns perfectly with the broader shift toward women's fitness and fashion. However, the decision to establish NikeSKIMS as an independent brand, rather than a standard collaboration, is an unexpected move.
What Will NikeSKIMS Look Like?
NikeSKIMS is set to debut in the U.S. this spring, with a global rollout expected in 2026. While official images of the collection are yet to be released, the partnership blends Nike's athletic innovation with SKIMS' expertise in shaping and inclusive design. The goal is to create training apparel, footwear, and accessories that empower women by seamlessly merging performance and style.
Can Nike Bet on Kim Kardashian Like They Did with Michael Jordan?
Nike has reaped enormous benefits from its collaborations whether with athletes, artists, or niche brands. The most successful example to date is their brand partnership with Michael Jordan. The Jordan Brand has been a game-changer, generating over $7 billion in revenue in 2024 alone. Nike’s partnership with Jordan didn’t just sell sneakers it cemented Nike as the dominant force in basketball culture. The question now is: Can Kim Kardashian do the same for women’s activewear?
Her influence is undeniable. With 357 million Instagram followers, 55 million more than Nike itself, her reach is massive. SKIMS has evolved from a shapewear startup into one of the fastest-growing fashion brands.
SKIMS has already executed several high-profile collaborations:
Dolce & Gabbana: A high-fashion moment solidifying SKIMS' luxury appeal.
The North Face: A blend of technical performance and sleek, form-flattering designs.
Swarovski: A limited-edition line incorporating crystal embellishments.
Kim has also been strategically entering the sports industry. SKIMS is already an official partner of the NBA, WNBA, and U.S. Olympic teams for the 2024 Paris Games. It’s clear that Kim's team has been eyeing a major sportswear move for some time and to launch with Nike is a big win for her and SKIMS.
A First-of-Its-Kind Partnership
What makes this deal unique is that Nike and SKIMS aren’t positioning this as a collaboration, but as a standalone brand—a first-of-its-kind deal for both companies. While Nike has partnered with sub-brands, celebrities, and athletes, it has never before partnered with an existing company to create an entirely new brand. This move could set a precedent for future industry partnerships. The impact of the announcement has already been felt. Nike’s stock rose nearly 3% following the news, while Lululemon's shares dropped by a similar margin. However, the long-term effects of this bold move remain to be seen.
What Do You Think?
Is NikeSKIMS a genius move or a risky gamble? Will Kim Kardashian have a Jordan-like impact on women’s activewear? Let’s discuss!