Nike Make Bold Move to Partner With SKIMS on New Sub Brand: NikeSKIMS

In a historic deal, Nike have joined forces with SKIMS for a new sub brand dubbed NikeSKIMS. SKIMS first dipped their toes into sport in 2023 by becoming the official underwear partners for the NBA and WNBA, but this venture has them jumping headfirst into the activewear industry.

Since Swoosh CEO Elliott Hill came into his position late last year, it’s clear Nike are returning to their former power by going back to what built them up in the first place: athletes. The key here is their philosophy that ‘if you have a body, you’re an athlete’, as this puts the focus back on sport while keeping their core audience at the centre. The sportswear giant has also been investing heavily in the next generation of female athletes, with a stable full of superstars like Caitlin Clark, Sabrina Ionescu, A’ja Wilson and Sha’Carri Richardson all screaming Nike’s new ‘So Win’ anthem. Their next move to go all-in with SKIMS is bold from Hill (although the partnership started in 2023, so more likely props are due to John Donahoe), but it's exactly what they need to compete with other big players in the athletic apparel space like Lululemon. While Nike hit over $13 billion in apparel sales in the 2024 financial year, this was a 0% increase from the previous year and NikeSKIMS is potentially the defibrillator for this stagnant growth.

NikeSKIMS will combine the Swoosh’s innovation, technology and incomparable Sports Research Lab with SKIMS’ unmatched understanding of the female form and what makes women feel strong and confident. The result will be a line of training apparel, footwear and accessories that, according to Nike, will ‘be both functional and flattering, meeting the unique needs and preferences of women athletes around the world and revolutionizing the way they experience sport and style’. Like Jordan Brand, NikeSKIMS will have its own dedicated team.

On the new brand, Kim Kardashian states, ‘Nike and SKIMS share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women. This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body. Every single detail has been obsessed over and carefully considered.'

Since the announcement of the partnership on Tuesday, Nike's share price rose 6.2 per cent closing at $77.59. This unprecedented jump added an additional $6.7 billion to the Team Swoosh market value.

NikeSKIMS will debut its first collection in the United States this spring (March–June), with a global expansion to follow in 2026.

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