Models showcase shapers at a degreased pop-up store at Nordstrom flagship store in New York, USA on Sunday, June 9, 2024.
Bing Guan | Bloomberg | Getty Images
Nike and Kim Kardashian’s intimate brand of fat removal To launch a new range of sportswear, this traditional sneaker giant hopes to win more women and better with mul
lulhemonThe company announced Tuesday that Alo Yoga and Vuori.
The new brand, known as Nikeskims, will include clothing, footwear and accessories. It will debut this spring and is scheduled to be launched globally in 2026. It is not clear what the product looks like or what items will be included in the initial collection. The only included image In Nike’s announcement It is a graphics for the new brand logo.
Nike’s partnership with Skims, the Buzzy Shapewear brand founded by Kardashian and Swedish entrepreneur Jens Grede, Brand CEOas Nike hopes to reduce its market share to a new high-profile competitor and bring more women to the brand.
The new sportswear line with a skim name will offer Nike the types of sportswear purchased from Lululemon More satisfying women More than what Nike does currently.
Nike has previously said that about 40% of its customers are women, but most clothing brands prefer female consumers more than men because they tend to shop more and spend more clothes. Plus, this gender gap allows Nike’s competitors to gain a foothold in the sportswear business, which could be a growth opportunity for the sneaker giant. In fiscal 2024, clothing accounts for only 28% of Nike’s brand revenue.
Last week, Nike launched its first new ad campaign for female athletes During the Super Bowlits first big game ad in decades. The sport is called “Such Victory” and highlights female athletes such as gymnast Jordan Chiles and WNBA stars Caitlin Clark and Sabrina Ionescu. This point involves the challenges women face in the movement and calls on them to win, despite being told about what they can’t do and who they shouldn’t do.
The sport clearly shows that reaching out to female athletes and capturing the current buzz around female sports will be the focus of Nike’s strategy New CEO Elliott Hill. The head-off partnership will not only allow Nike to compete for women better, but will also introduce new product lines when the company is accused Lag behind innovation And no longer inspire consumers’ exciting old styles.
For degreasing, that’s The last one is worth $4 billionNike’s partnership and opportunity to gain its manufacturing and development capabilities bring growth opportunities to a popular but still relatively small brand compared to its competitors. Other intimate brands, such as Victoria’s Secrettrying and largely failing to wear sportswear, so skimming may be able to prove itself as a Nike winner.
Plus, it reflects a good idea of ​​the IPO, which has been considering it. If Skims can prove it has more growth opportunities and strategic partners like Nike, then a public debut will be easier for cautious investors in consumer companies to sell Tariff issuessustained inflation and a correction in discretionary spending.
Grede once said that a retailer should be a listed company He told WWD In December, it has not yet made a decision on the IPO.
