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“We will invite even more athletes into sport and movement with product that makes them feel strong and sexy.
SKIMS practices inclusive sizing. Kim said the collaboration will feature athletic clothing “designed to sculpt and perform for every body.”
NikeSKIMS will include training apparel, footwear, and accessories for women.
Image credits: kimkardashian
The launch is part of the sportswear giant’s effort to appeal to female customers. Their “So Win” Super Bowl ad—the first in nearly three decades—was also targeted at women, highlighting the rise of female athletes and featuring basketball star Caitlin Clark and sprinter Sha’Carri Richardson.
The women’s activewear market is currently dominated by major players such as Canada-based Lululemon, Alo Yoga, and Vuori.
Launched in 2019, SKIMS is valued at around $4 billion
Image credits: kimkardashian
“The women’s business has faster growth and it has more potential growth in the future. Nike missed out on that opportunity that Lululemon exploited over the last 10-15 years,” Morningstar analystDavid Swartz said.
“The Skims partnership is an effort to grow a little bit faster in that area.”
Image credits: kimkardashian
Naturally, the collaboration also benefits a newer brand like SKIMS.
“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.
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