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Nike and Kim Kardashian’s Skims are set to launch their highly anticipated joint brand, NikeSKIMS, this Friday. Originally scheduled for spring, the debut was delayed due to internal production issues, but both companies say the wait will be worth it.
The launch marks a major step in Nike’s effort to win over more female shoppers and reclaim ground from competitors like Lululemon, Alo Yoga, and Vuori. For Skims, the partnership offers access to Nike’s vast manufacturing and development resources — a boost for the shapewear brand that, while buzzy and valued at $4 billion, remains smaller than its rivals.
What’s launching
NikeSKIMS kicks off with three core collections — Matte, Shine, and Airy — featuring about 40 pieces that blend performance and lifestyle wear. The line will be updated seasonally, with additional drops planned, including a vintage-inspired range and versatile layering pieces.The designs emphasize dual use: Nike’s sweat-wicking technology for high-intensity workouts, alongside knits and layering options that fit easily into everyday outfits.
Why it matters
This collaboration isn’t just a capsule collection — both companies are positioning NikeSKIMS as a standalone brand. Nike President Amy Montagne called it part of a “broader commitment” to women, while Skims CEO Jens Grede described it as “a new benchmark for how activewear is experienced across retail, digital, and cultural touch points.”The bigger picture
The marketing push includes a lineup of top athletes — Serena Williams, Sha’Carri Richardson, Jordan Chiles, and Chloe Kim — signaling Nike’s renewed focus on sports under CEO Elliott Hill, who took over in October. Hill aims to rebalance the brand after critics accused Nike of leaning too heavily into lifestyle apparel under his predecessor, John Donahoe.By tapping into Skims’ cultural cachet while reasserting its athletic credibility, Nike hopes to capture a wider share of the growing women’s activewear market. The first NikeSKIMS pieces drop Friday, with a global rollout planned for 2026.
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