In February, WNBA star Caitlin Clark and Olympic sprinter Sha’Carri Richardson were spotlighted in “So Win,” Nike’s first Super Bowl ad in nearly three decades, created by Wieden+Kennedy Portland.
The ad comes as women’s sports are experiencing unprecedented attention, support, and investment.
In tandem, there’s a growing appetite for women’s activewear that Nike could dominate. Per Verified Market Research, the market is expected to reach $95.3 billion by 2031. Adidas has been playing into this as well, investing more in women’s sports and designing tailored products for women.
It sounds like NikeSkims will be designed by women for women, with Kardashian saying in a statement that the brand would deliver products “meticulously designed to sculpt and perform for every body.”
She added: “Every single detail has been obsessed over and carefully considered.”
3. Skims has been edging closer to sports for a while
Skims was co-founded in 2019 by Kardashian alongside fashion entrepreneur Jens Grede as “a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear.”
The DTC business quickly gained fame for its Spanx alternatives, but has since transcended that category. For instance, its recent menswear launch was promoted with a pop-up at Nordstorm’s flagship New York City store.
Skims been slowly but steadily moving into the world of sports. In 2023 it inked a multiyear underwear partnership with the NBA, WNBA, and USAB.
Skims continued its partnership with Team USA for the Paris 2024 Olympic Games with a collection that included men’s, swim, and adaptive offerings.