• by Sarah Mahoney , Staff Writer @mahoney_sarah, February 19, 2025

 Lululemon's Glow Up line

It’s been several years since Lululemon became No. 1 in women’s fitness apparel, muscling past a stumbling Nike. Since then, though, overall sales of U.S. fitness apparel have slowed for both companies. Lululemon’s just-launched compression line Glow Up is getting mixed reviews. And Nike’s new partnership with Skims, the buzzy Kim Kardashian-owned company, has observers wondering whether the shapewear-meets-workout-wear will be enough to win back Lululemon customers.

Some experts believe the new collaboration will be good for Nike. “We are encouraged by the news and see it as a material positive for Nike,” writes Krisztina Katai, who follows both companies for Deutsche Bank. “It positions Nike as a more competitive player in the global athleisure market and boosts the company’s presence in the rapidly growing women's sports business.

The line, expected to debut this spring, could build on Skims’ brand heat. Katai also notes that Skims’ previous collaborations with companies like Fendi, the North Face, and Swarovski have been quite successful.

Additionally, the launch strengthens Nike’s previously announced plays for women athletes, including Page Bueckers’ G.T. Hustle 3, Aja Wilson’s A’One, Sabrina Ionescu’s Sabrina 2, and the upcoming Proto 5, the Caitlin Clark shoe that reportedly will debut in 2026.

Katai sees the NikeSkims as a negative for Lululemon, but only modestly. The Vancouver-based company has begun to lean more deeply into product innovation to boost slowing North American sales. As a result, “new product drops are becoming increasingly scrutinized,” she says.

Glow Up launched earlier this month, and is made with a newly reengineered version of Lululemon’s proprietary technical fabric, Ultralu. The collection feels more like compression wear and is thicker without seeming heavier. “It delivers a held-in sensation that hugs the waist for an exceptionally smooth, streamlined silhouette,” the company says in the product announcement.

Because the line is aimed at the company’s core female athlete demographic, online fans had plenty to say, and not all of it was good. Katai combed through reviews. “We believe that sentiment leans more mixed-to-positive vs. purely negative,” she writes, with new colorways generating plenty of buzz.

“Recent social media buzz shows that Lulu's efforts to reengage the North American consumer are starting to pay off. Whether that can translate into a sustained sales re-acceleration remains to be seen.”

While NikeSkims hasn’t revealed pricing yet, items will likely be competitive with Lulu’s Glow Up, with pants at $118 and tanks at $78. And Nike has already been beefing up offers of $100-plus athleisure gear. Smaller brands, including Alo Yoga, Vuori and the Levi Strauss-owned Beyond Yoga, are building loyal followings at higher price points.

But all these launches land at a moment when Americans are spending less on apparel in general, down 3% last year. Spending on health and fitness is also receding. And with inflation cutting into people’s discretionary income, more budget-friendly athleisure brands are doing well, including private-label lines at Target and Dick’s Sporting Goods.