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“While Nike has an opportunity to leverage Skims’s brand equity and cult following, the move also allows Skims to enter the realm of sport in a more serious way,” noted Krista Corrigan, retail analyst at EDITED.

The new collaboration will include training apparel, footwear, and accessories for women

Image credits: kimkardashian

The new collection is a first for Nike, which hasn’t partnered with an outside company before to create a new brand, as per CNN.

Instead, the brand relied on acquisitions or tapping popular athletes like Michael Jordan for apparel.

According to the outlet, Nike reported an 8% drop in sales in its most recent quarter. After announcing its deal with SKIMS, shares rose nearly 3% in early trading.

“Time to have mom sign a non-compete,” one fan joked

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