Nike Debuts New Women’s Activewear Brand in Collaboration with Skims
(Reuters) – This spring, Nike is set to unveil a fresh activewear line for women in the U.S., developed in collaboration with Skims, the shapewear brand owned by Kim Kardashian. CEO Elliott Hill aims to enhance Nike’s offerings and strengthen its competitive stance against emerging brands in the activewear sector.
Creative Innovation and Core Focus
Under Hill’s leadership, product innovation and a renewed emphasis on Nike’s fundamental sports roots are central to the brand’s strategy to rejuvenate sales. Nike has faced increasing competition for market share from brands like Hoka and New Balance.
Targeting Women Customers
Recognizing the importance of the female consumer, who constituted approximately 40% of its customer base in 2023, Nike made a bold move with its first Super Bowl commercial in nearly 30 years. The ad showcased a lineup of remarkable female athletes, including Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, and Sabrina Ionescu.
Partnering with a Popular Brand
Launched in 2019, Skims has rapidly gained popularity and is currently valued at around $4 billion, thanks to its successful shapewear line. The partnership with Nike signals an exciting venture into women’s athletic apparel.
NikeSKIMS Launch Details
Nike has announced that the new collection, named NikeSKIMS, will feature a range of training apparel, footwear, and accessories tailored specifically for women. Initial offerings will be available in select retail locations across the U.S. as well as on the NikeSKIMS website. The brand’s global launch is scheduled for 2026, with plans for further expansion into more retail environments and the wholesale segment.
A New Addition to Nike’s Family
This new brand will complement Nike’s existing portfolio, which includes recognized names like Converse, Jordan, ACG, and Nike SB.
Stock Market Response
Nike’s shares experienced a 3% increase on Tuesday, reflecting a positive market reaction to the brand’s announcement.
