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Nike Bets Big on Kim's Mainstream Influence
5 Feb
Summary
- Nike partnered with Kim Kardashian for a new brand, NikeSKIMS.
- This collaboration targets higher-income Millennial women.
- SKIMS, Kim's shapewear line, expanded successfully into apparel.
Nike has entered a significant joint venture with Kim Kardashian, launching the NikeSKIMS brand. This partnership marks a new business venture for Nike, similar to the creation of the Jordan brand, and aims to reach a broader female audience.
The collaboration is specifically targeting higher-income Millennial women, a demographic where Nike has faced challenges connecting. This move leverages Kim Kardashian's widespread mainstream awareness.
Kim's existing brand, SKIMS, which began with shapewear, has demonstrated substantial commercial success. It has since expanded into loungewear and apparel, proving her strong ability to translate influence into commerce.
