5 Reasons Nike’s Collab With Kim Kardashian’s Skims Makes Sense

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.

Despite its Olympics and 2025 Super Bowl ad offensive, Nike’s most recent financial results show there’s still a hill to climb to reclaim its brand swagger. The Portland-founded company reported an 8% revenue dip in its most recent quarter, while direct-to-consumer sales dropped 13% to $4.7 billion.

There are several reasons for Nike’s ongoing sales slump, from consumers tightening their purse strings to a perceived lack of product innovation. However, a big one is increasingly tough competition from upstart running brands like Hoka and On.

These newcomers have tapped into a shifting consumer preference for more specialized and innovative athletic wear. They’ve also inked buzzy partnerships with celebrities, including Zendaya.

For Christena Garduno, CEO of performance agency Media Culture, Nike’s creative output in this new landscape has felt stagnant and lacks the bold, game-changing designs that once set the brand apart.

She told ADWEEK Nike needs to rethink its approach to stay relevant and ahead of the competition, which is why the Skims collab is a “brilliant move” that could be bolstered by Kardashian’s drive for “innovation.”

“From pioneering products like nipple bras and butt-enhancing shapewear to her collaborations with North Face for ski wear and Dolce & Gabbana, Kim has never shied away from pushing boundaries,” she said.

She added strategic partnerships with celebrities including Tate McRae and Charli XCX have solidified Kardashian’s ability to command attention.

“As Nike works to re-establish itself as an innovator in the market, this partnership is a smart, forward-thinking move that will undoubtedly capture attention and bring new energy to Nike’s campaigns,” she added.

2. It could also help Nike capture more of the women’s market

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.

4. Nike has a successful history of partnering with celebrities and athletes

In 1984, Nike signed a deal with NBA star Michael Jordan, kicking off a longstanding relationship with the then-Chicago Bulls rookie which rewrote the brand ambassador playbook and led to the creation of the Air Jordan brand.

Since then, Nike has partnered with countless high-profile athletes and A-listers, such as Serena Williams; Pharrell Williams; Colin Kaepernick; and Bella Hadid for ranges and promotions.

David Mayer, senior partner, director of marketing and customer strategy at branding agency Lippincott said Nike’s celebrity partnerships have historically had “a mixed record of fixing brand problems.”

However, he was optimistic the NikeSkims deal could help the sports behemoth connect with new communities and drive revenue, even if it does lead Nike into a more “fashion-led” territory.

“Only time will tell; it’s a good way to rebuild relevance, but it may not replace the exercise of looking inward to determine what the brand stands for,” he said.

5. Love them or hate them, the “Kardashian effect” is real

Nike’s shares have been slowly ticking up under new CEO Elliott Hill’s turnaround plan, and the markets have reacted well to the NikeSkims collaboration before it has even hit shelves.

Let’s not forget the Kardashians haven their own a legacy of building financially successful brands and monetizing their audience. They’ve risen through the celebrity rankings from E! reality TV stars to A-list multi-hyphenates over the last two decades.

Kim Kardashian owns multiple brands as well as Skims (which was valued at over $3.2 billion in 2023), including KKW Beauty and Skkn.

Other family-held businesses are Kylie Cosmetics and Kylie Skin (Kylie Jenner), denim brand Good American (Khloe Kardashian), and Poosh, Kourtney Kardashian’s Goop-esque sustainable living brand. 818 tequila is also owned by Kendall Jenner.

Together the sisters’ combined Instagram is over 1 billion people, giving them plenty of power to influence.