Kim Kardashian Nike Partnership Unleashes ‘NikeSkims’ to Revamp Brand

By Evans Momodu
2 minute digest
Published 16:38 UK(GMT), 18 Feb,2025


While gaint brands compete for the position of best active brands in 2025, Nike is facing a decline, with sales down and its stock losing over 25% in the past year.

To revitalise its brand, the sportswear giant has announced a new partnership with Kim Kardashian to launch NikeSkims, a fitness and activewear brand inspired by her popular Skims shapewear line.

NikeSkims: A Game-changing Collaboration

• The collection will debut in the U.S. this spring, with a global launch in 2026.
• It will feature training apparel, footwear, and accessories designed for all women athletes.
• This marks Nike’s first-ever external brand partnership, a shift from its traditional athlete-driven apparel collaborations.

Why the Kim Kardashian Nike Partnership Matters

Nike aims to regain relevance in the activewear space, where brands like Lululemon and Alo have gained traction. Retail expert Neil Saunders believes Nike has struggled to innovate and engage consumers, while Skims brings strong storytelling and cultural influence.

Meanwhile, Skims is expanding beyond shapewear, having already entered menswear and secured sponsorships with the NBA, WNBA, and Team USA. The brand was valued at $4 billion in 2023.

Nike vs Lululemon Competition

• Nike sales fell 8% in the last quarter, with growing competition from brands like Hoka and On.
• Consumer spending habits are shifting, with more focus on experiences over expensive sneakers.
• Following the NikeSkims announcement, Nike’s stock rose nearly 3%, while Lululemon’s stock fell by a similar amount.

Nike is betting on Kardashian’s cultural influence and business acumen to reignite its brand—but whether NikeSkims will reshape the activewear industry remains to be seen.
Source: CNN