Nike’s next move is imminent. The almighty swoosh will launch a much-anticipated collaboration with Kim Kardashian’s shapewear brand Skims on September 26. The partnership, which was pushed back from the spring due to internal production delays, aims to make big strides into the women’s athleisure market.
“It’s part of Nike’s broader commitment to her: uncompromising product innovation that moves and celebrates women,” Nike President Amy Montagne said in a release.
The collaboration is the latest business pivot under new CEO Elliott Hill, who marks one year in the job in October. Hill, who began at Nike as an intern in 1988, has stated his desire to return sport to the heart of the business.
NikeSkims takes shape
The partnership’s ambassadors include prominent athletes like gymnast Jordan Chiles, sprinter Sha’Carri Richardson, and tennis legend Serena Williams.
The tie-up brings much needed reinforcement to Nike’s strategy to tap into women’s athleisure and workout clothing. The Oregon-based athletic apparel giant recently added WNBA star Caitlin Clark as its newest signature athlete; in February she co-starred in Nike’s first Super Bowl ad in 27 years.
For Skims, last valued at $4 billion, the collaboration marks a move into the broader apparel market. According to Grand View Research, the global activewear sector will reach $677.3 billion in value by 2030.
For the people behind the pipeline.
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