Skims debuts first WNBA campaign, fronted by Candace Parker

Seven months after announcing its role as the official underwear brand of the WNBA, and one day ahead of the first game of the new season, Skims is out with its first WNBA campaign. A 30-second ad stars WNBA legend Candace Parker, alongside second overall draft pick Cameron Brink, Dijonai Carrington and All-Stars Kelsey Plum and Skylar Diggins-Smith. The video shows the players only in Skims underwear, interspersed with their actions on the basketball court. “Everybody is wearing Skims,” they say at the end of the spot. Co-founded five years ago by Kim Kardashian, Skims has reached a new level of prominence in recent months with a new menswear line, a blockbuster three-year deal with the NBA and WNBA, and a foray into TV advertising earlier this year. The company, which is slated to open flagship stores in Los Angeles and New York this year, was recently valued near $4 billion. The new ad, part of a “Fits Everybody” campaign, will air on national TV during WNBA games on ESPN and ABC as well as on Skims and WNBA digital and social platforms. Skims is also planning to have virtual signage on court during WNBA games through the season, the five-year-old brand said. In a statement, Kardashian, who works as chief creative officer for Skims, noted that “championing women and women in sports” is important to the brand, which has DNA “rooted in inclusivity, representation and women’s empowerment.” Though Skims recently began working with Wieden+Kennedy Portland as a creative partner earlier this year following a pitch, the agency was not involved in the new campaign. Rather, the WNBA work was concepted, casted, created and produced in-house, a Skims spokeswoman said. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Skims debuts first WNBA campaign, fronted by Candace Parker

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