Nike has announced a partnership with Skims, Kim Kardashian’s shapewear brand, to launch a new activewear line. This move is part of Nike’s strategy to attract more female consumers and compete with brands like Lululemon, Alo Yoga, and Vuori. The new collection, named NikeSKIMS, will feature apparel, footwear, and accessories, with an initial launch this spring and a global rollout planned for 2026.
NikeSKIMS: A New Era of Activewear
The partnership between Nike and Skims is a strategic response to the increasing dominance of brands that cater primarily to women. Although Nike has stated that around 40% of its customers are women, the brand has traditionally focused more on men’s sportswear. By collaborating with Skims, Nike hopes to expand its influence among female consumers and reclaim market share lost to newer competitors.
The announcement did not provide specific details on the product designs, but the collaboration is expected to blend Nike’s expertise in performance wear with Skims’ reputation for body-contouring and stylish comfort.
Nike’s Renewed Focus on Women’s Sportswear
Nike has recently emphasized its commitment to female athletes. During the Super Bowl, the company launched a new campaign titled “So Win,” featuring female sports stars like Jordan Chiles, Caitlin Clark, and Sabrina Ionescu. The ad highlighted the challenges women face in sports and encouraged them to push boundaries.
This renewed focus aligns with the NikeSKIMS launch, showing that Nike is serious about capturing the growing market for women’s sports apparel. Nike’s new CEO, Elliott Hill, is prioritizing innovation and fresh designs to reinvigorate the brand’s offerings, making this partnership a key part of the company’s long-term growth strategy.
What This Means for Skims
For Skims, which was last valued at $4 billion, the Nike partnership represents a major growth opportunity. While intimates brands like Victoria’s Secret have struggled to expand into activewear, Skims has the potential to succeed with Nike’s backing.
Additionally, this deal could improve Skims’ chances of launching an IPO. Investors have been cautious about consumer brands due to inflation and economic uncertainty, but a collaboration with Nike could strengthen Skims’ position as a serious player in the activewear industry.
Although Skims CEO Jens Grede has stated that the brand deserves to go public, he told WWD in December that no final decision on an IPO has been made. However, the Nike deal could be a strong selling point for potential investors.Nike’s partnership with Skims signals a new chapter in women’s activewear, combining Nike’s sports innovation with Skims’ modern and inclusive designs. As the brand gears up for its initial launch this spring, this collaboration could reshape the competitive landscape of the industry, offering fresh and stylish activewear options for female consumers worldwide.