Kim Kardashian has “obsessed” over “every single detail” of her new NikeSKIMS brand. The collaboration marks a historic partnership between two industry giants, marking a significant moment in the global sportswear market.
‘The Kardashians’ star has brought her shapewear company Skims together with sportswear giant Nike to create a new partnership and she’s planning to unveil the first products in the spring – and Kim has been busy perfecting the new line. Since its launch in 2019, Skims has become one of the fastest-growing shapewear brands in the industry.
“Nike and Skims share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women,” she said in a statement. “This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body. Every single detail has been obsessed over and carefully considered. We’re incredibly excited to unveil our first collection this spring.” The collaboration represents a significant expansion in the women’s activewear market.
News of the collaboration was previously announced on Kim‘s Instagram in a post which read: “Introducing NikeSKIMS. A new brand coming this spring for the body obsessed. Designed to sculpt and engineered to perform.” The announcement quickly became one of her most engaged posts on social media.
“We’re energized by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSKIMS,” Heidi O’Neill, president of consumer, product and brand, NIKE, Inc. said. “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 product that makes them feel strong and sexy”. Nike’s women’s division continues to be a significant growth driver for the company.
Nike bosses also revealed the initial plan had been to create a “shared product line” but they “saw an opportunity for something even bigger, making way for NikeSKIMS”. The decision reflects the growing trend of luxury-athleisure collaborations in the fashion industry.
The press release added: “More than a partnership, the new brand will set a new standard in the global fitness and activewear industry with an extensive line of training apparel, footwear and accessories. The products’ design will be both functional and flattering, meeting the unique needs and preferences of women athletes around the world and revolutionising the way they experience sport and style.” The focus on both functionality and style addresses a growing demand in the athletic wear market.
Industry experts note that this collaboration represents a significant shift in the athletic wear landscape, combining Nike‘s technical expertise with Skims’ innovative approach to body-inclusive design. The partnership is expected to create a unique position in the market, appealing to both performance athletes and style-conscious consumers.
The collection will feature an extensive size range, addressing a significant gap in the athletic wear market. This inclusive approach aligns with both brands’ commitment to serving diverse body types and preferences.
The announcement has generated substantial buzz in both the fashion and athletic wear industries, with many anticipating the collection’s spring release. The collaboration is seen as a strategic move that could reshape the future of athletic wear.
Fashion industry observers predict this partnership could redefine the athleisure category, which has seen remarkable growth in recent years. The combination of Nike’s athletic heritage and Skims’ modern approach to body wear is expected to create innovative products that bridge the gap between performance and style.
The collaboration also represents a significant milestone in the evolution of celebrity-brand partnerships, moving beyond traditional endorsement deals to create entirely new brands. This approach demonstrates both companies’ commitment to long-term innovation in the athletic wear space.
