Nike and Kim Kardashian’s Skims partner on new fitness brand

Nike Inc. and Kim Kardashian’s underwear label Skims are teaming up on a new fitness brand geared toward women. Nike and Skims said in a statement they’re working on an “extensive line” of apparel, footwear and accessories together under the brand NikeSkims. The new partners say they have a long-term vision for body-fitting activewear for women. “This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body,” said Kardashian, Skims’ co-founder. Also read: Kim Kardashian on brand building Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here The first NikeSkims collection will debut in the spring, Kardashian said in the statement. Executives plan to expand the brand globally in 2026. Longtime Nike agency Wieden+Kennedy is expected to handle advertising. Nike has put a renewed focus on women athletes as it begins a turnaround effort under new CEO Elliott Hill. Earlier this month, it aired a Super Bowl ad for the first time since 1998, spotlighting top women sports stars such as the WNBA’s Caitlin Clark, sprinter Sha’Carri Richardson and gymnast Jordan Chiles. Nike shares rose as much as 2.2% in premarket trading on Tuesday in New York. The stock is down 3.5% this year through Friday’s close. Puck News first reported that Nike was working with Skims on a partnership. —Bloomberg News with Ad Age contribution Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

Nike and Kim Kardashian’s Skims partner on new fitness brand

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