Skims, the shapewear and lifestyle brand founded by Kim Kardashian and Swedish entrepreneur Jens Grede, has announced a new partnership with League One Volleyball (LOVB), signalling a deeper commitment to women’s sports.
As part of the deal, Skims becomes the official loungewear, intimates, and sleepwear partner of the professional volleyball league. While financial terms have not been shared, the agreement is seen as a significant step for both the brand and the league.
This move builds on Skims’ recent entry into the women’s sports market. In February, the brand revealed a collaboration with Nike, as it attempts to expand its customer base and compete with activewear giants such as Lululemon, Alo Yoga, and Vuori.
LOVB was established in 2020, and includes one of the largest networks of youth volleyball clubs in the United States. Its professional division officially launched in January of this year.
“This partnership with LOVB is an exciting opportunity to expand our reach at the intersection of fashion, culture and sports,” said Jens Grede, co-founder and CEO of Skims.
As part of the agreement, Skims will engage with the LOVB community through athlete-led initiatives and league-wide events. The brand also stated that it intends to amplify the voices of female athletes and draw attention to volleyball’s growing popularity in the U.S.
“Together, we look forward to inspiring confidence and empowering athletes at every level through innovative products, community activations, and storytelling that celebrates the athletes on and off the court,” said Kim Kardashian, co-founder and chief creative officer of Skims.
The brand sees volleyball as a sport on the rise, describing it as “America’s next major sports league”. In 2023, the Nebraska Cornhuskers women’s team drew a record-breaking crowd of 92,000, the largest ever for a women’s sporting event.
This momentum carried through to the 2024 Women’s NCAA Volleyball Tournament, which ESPN reported was its most-watched to date, with over 1.3 billion minutes consumed across its platforms. Overall viewership for the tournament rose by 41% year on year.
In a further sign of growth, ESPN secured broadcast rights for LOVB’s professional matches in May 2024.
“Partnering with Skims is an incredible milestone for our league and clubs,” said Michelle McGoldrick, LOVB’s chief business officer. “Together, we’re not only supporting our remarkable athletes on their journey to becoming household names, but also helping to inspire the next generation of players and fans.”
