Kim Kardashian’s shapewear brand, SKIMS, and the sportswear giant, Nike, are finally launching their highly anticipated activewear line. The new brand, NikeSKIMS, is set to debut on September 26, with products available on both nike.com and skims.com, as well as in select flagship retail stores in New York City and Los Angeles. This isn’t a one-off collaboration, but a long-term partnership that aims to redefine women’s activewear by combining Nike’s performance technology with SKIMS’ focus on comfort, fit, and inclusivity.
What to Expect from the NikeSKIMS Collection
The inaugural NikeSKIMS collection is an extensive line featuring 58 silhouettes across seven collections, offering a “system of dress” with over 10,000 possible outfit combinations. The collection is designed to bridge the gap between performance and style, catering to both elite athletes and everyday fitness enthusiasts. Here’s a breakdown of what the line includes:
- Three Core Collections: These are designed to be staples and will be updated seasonally. They include the Matte collection (with Nike’s Dri-FIT technology for mid-level compression), the Shine collection (for strength training with quick-drying, sleek fabrics), and the Airy collection (lightweight mesh pieces for layering and low-impact activities).
- Four Seasonal Collections: These include the Vintage Seamless line, which features a worn-in, retro look, as well as the Matte Tricot, Weightless Layers, and Shiny Nylon collections.
- Inclusive Sizing: Staying true to the SKIMS brand ethos, the collection will be available in sizes from XXS to 4X.
- Athlete Endorsements: The launch campaign, titled “Bodies at Work,” features a diverse group of over 50 Nike athletes, including Serena Williams and Sha’Carri Richardson. This strategy validates the performance aspect of the line and connects it to Nike’s legacy of supporting athletes.
The Strategy Behind the Partnership
For Nike, this partnership is a calculated move to gain a stronger foothold in the competitive women’s activewear market, where brands like Lululemon and Alo Yoga have been gaining ground. By teaming up with SKIMS, Nike gains instant access to Kim Kardashian’s immense cultural influence and her brand’s loyal, female-dominated customer base. It’s a way for the company to modernize its image and infuse its performance-driven DNA with a fashion-forward, body-positive aesthetic.
For SKIMS, the collaboration is a huge step in its expansion from a shapewear and loungewear brand to a global force in activewear. This partnership provides SKIMS with access to Nike’s world-class athletic innovation and fabric technology, giving the brand the credibility needed to compete in the sportswear industry. The long-term nature of the venture suggests a commitment to continuous product development and a shared vision to redefine how women experience sport and style.
