Nike has announced an exciting new partnership with Kim Kardashian’s shapewear brand, SKIMS, to launch a women’s activewear line called NikeSKIMS. This initiative is part of CEO Elliott Hill’s strategy to broaden Nike’s offerings and better compete with emerging brands in the athleisure market.
The new brand aims to strengthen Nike’s position in the women-centric athleisure segment, an area where the company has historically lagged behind competitors like Lululemon. Currently, Nike derives more than half of its sales from its men-focused business, making this partnership a crucial step in diversifying its portfolio.
NikeSKIMS is set to debut in the United States this spring, featuring a range of training apparel, footwear, and accessories designed specifically for women. The brand will initially be available online and at select retail locations, with plans for broader distribution in 2026. This collaboration comes at a pivotal time for Nike as it seeks to reclaim market share in women’s sportswear. The partnership with SKIMS is seen as a strategic effort to accelerate growth in this area. The push for women’s visibility was also evident in Nike’s recent Super Bowl advertisement, its first in nearly three decades, which featured prominent female athletes including Caitlin Clark and Sha’Carri Richardson.
As NikeSKIMS prepares for its launch, both companies are poised to redefine activewear for women by merging performance-driven designs with inclusive sizing and style. This partnership represents a significant step forward for Nike as it aims to engage a broader audience of female athletes and fitness enthusiasts.
