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In case you missed it, Nike is betting big on Kim Kardashian’s Skims. The pair have just announced a collaboration: NikeSkims, an activewear brand for women that will launch this spring.
Like most things Kardashian touches, the news created a big buzz. Within 24 hours of the announcement, Nike’s share price rose 6.2%, adding $6.7 billion to its market value.
Though Nike has partnered with many brands for limited sneaker runs (see: recent launches from Corteiz and Comme des Garçons), NikeSkims marks the first time the sportswear giant has launched an entirely new brand with an outside company.
The collection will debut in the U.S. before a global rollout in 2026. It will offer women’s training apparel, then eventually footwear and accessories tailored for high-intensity workouts.
“We’re energized by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSkims,” said Heidi O’Neill, Nike’s president of consumer, product, and brand, in a statement.
She added: “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 products that make them feel strong and sexy.”
Here are five things you need to know about why the collaboration makes sense for both companies.
1. NikeSkims could help reverse Nike’s downward swoosh
During the 2024 Summer Olympics in Paris, Nike came out fighting with an ad that extolled victory over decorum, declaring: “Winning isn’t for everyone.”
The spot kicked off its fight to revive sluggish sales and restore its declining brand value which has been sliding since 2022, per Kantar.