Nike is going big with Kim Kardashian’s Skims, and the two have joined forces to create NikeSkims, a new line of women’s training apparel, footwear, and accessories. The collection is designed to emulate the greatness of the Jordan brand while offering women products that enhance their style and performance.
The financial details of the deal are not yet known, but this long-term partnership puts NikeSkims on par with other powerhouse brands like Jordan, Nike, and Converse. The CEO called the initiative part of the company’s aggressive “gender offense” strategy — assuming that Kardashian’s global reach will help market growth.
The partnership with Michael Jordan in 1984 is one of the biggest in Nike’s history. The company at first offered Jordan $500,000 annually in addition to royalties. The Air Jordan 1 was released in 1985, and the shoe became a clothing cultural icon extending up to Jordan brand earning about $6.9 billion in the financial year 2023-24, this being 17% of Nike’s sales.
Kardashian has over 350 million Instagram followers and Nike is certain she will bring the same success to the brand. Skims, which started out as a shapewear brand in 2019, has grown to become a $4 billion loungewear powerhouse. Its partnership with The North Face also led to products that sold out in hours, showing that consumers are interested.
NikeSkims is expected to launch this spring and Nike has revealed plans to expand globally by 2026. With the help of Kardashian’s fame and Nike’s market power, this partnership may just revolutionize women’s athletic apparel and offer a new standard of combining performance and fashion that the market has not seen before.
