• by Sarah Mahoney  @mahoney_sarah, February 18, 2025

Nike is taking its boldest swing yet at women’s athletic apparel, announcing a partnership with Kim Kardashian’s Skims to launch NikeSkims. This is the first time Nike has ever partnered with an existing company to work on a Nike-owned brand. The two companies promise the new line will combine Nike’s athlete insights with Skims’ “obsession for the female form.”

Starting this spring, the collection will include training apparel, footwear and accessories.  And next year, the collection will expand to new markets and retail locations, including wholesale partners.

The news comes at a big moment for Skims, with the fast-growing company recently valued at $4 billion. In addition to Skims' successful retail expansion, men's products are also growing fast.

Not so for Nike. Elliott Hill, who became CEO in October, intends to get Nike back into growth mode. However, the company has conceded falling behind in product innovation and performance and losing some marketing mojo.

Over the last several years, Nike has steadily lost market share to companies like Lululemon and Alo Yoga. And key athletes, including gymnast Simone Biles and runner Allyson Felix, have defected to Athleta, the Gap-owned fitness retailer.

“This is a very good move by Nike, but it does not solve all its problems,” says Matt Powell, an industry analyst with Spurwink River. “No single collaboration is a game changer anymore,” he tells Marketing Daily via email. “Nike will learn from this, which will make it a better company in the long run.”

For proof of how serious the company is about winning with women, look no further than Nike’s decision to run “So Win,” its first Super Bowl spot in 30 years, which was devoted entirely to women athletes.

The New York Times reports that Nike and Skims have been working together on the line since October of 2023 and that expanding the partnership to encompass men’s apparel is also a possibility.

“Designed to sculpt. Engineered to perform.” is the collection’s tagline. Nike promises “covetable products meticulously crafted to fit the body’s every curve, enhancing its natural form.”

“We’re energized by the opportunity to build a new brand and shake things up for the next generation of athletes,” says Heidi O’Neill, Nike’s president of consumer, product and brand, in the release. “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.”