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A Strategic Partnership Designed to Reclaim Market Share
Nike is taking a bold step to refresh its brand and reconnect with female consumers by teaming up with Kim Kardashian’s shapewear giant, SKIMS. The two companies are launching NikeSKIMS, a new line designed to "disrupt the global fitness and activewear industry with best-in-class innovation."
This collaboration comes as Nike faces growing competition from Lululemon, Alo Yoga, and other emerging brands that have been chipping away at its dominance in the women's sportswear market.
Meanwhile, SKIMS has skyrocketed in value, exceeding $4 billion, and has expanded beyond shapewear into menswear, loungewear, and high-profile partnerships, including official sponsorship deals with the NBA, WNBA, and Team USA.
Nike’s Challenge and the SKIMS Opportunity
Nike, once the undisputed leader in athletic apparel, has faced slowing sales growth, particularly in the women's category. As younger consumers flock to direct-to-consumer brands and luxury athleisure competitors, the company has struggled to maintain its edge.
Lululemon, which saw $9.3 billion in revenue in 2023 and a 17% year-over-year sales increase, has successfully marketed itself as a premium fitness brand. Meanwhile, brands like Alo Yoga and Vuori have captured market share by emphasizing both performance and everyday wear.
This partnership with SKIMS represents Nike’s effort to modernize its women’s apparel strategy and attract a broader audience. According to Morgan Stanley, the global women’s activewear market is projected to reach $216 billion by 2025, making this a crucial time for Nike to strengthen its position.
What Makes NikeSKIMS Different?
While Nike has collaborated with high-profile designers and athletes before, the NikeSKIMS venture brings an entirely new approach to activewear. The brand promises to merge Nike’s high-performance fabric technology with SKIMS’ expertise in shaping and comfort, creating pieces that support movement while enhancing the body’s natural form.
According to Kim Kardashian, “Nike has always been about pushing boundaries, and at SKIMS, we’ve built a brand focused on innovation and inclusivity. This partnership is about rethinking what performance wear can be.”
Industry analysts predict the NikeSKIMS launch will target both performance athletes and casual fitness enthusiasts, offering versatile pieces suitable for everything from high-intensity training to all-day wear.
The Activewear Market Shake-Up
Nike's renewed push into women’s fitness apparel signals a direct challenge to its top competitors. According to a 2023 McKinsey report, over 60% of women prefer activewear that blends style with functionality, a segment where Lululemon and Alo Yoga have excelled. If NikeSKIMS delivers on its promises, it could reclaim market share and reinforce its presence as a leader in the category.
At the same time, SKIMS continues to scale aggressively, with its expansion into menswear marking a major shift for the brand. Its success in launching new categories suggests that NikeSKIMS could be the next billion-dollar brand in fitness fashion.
Nike and SKIMS are expected to officially unveil their first collection later this year, with analysts watching closely to see if this move reignites Nike’s momentum in the activewear space.
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