What is the new NikeSKIMS partnership?

NikeSKIMS is a joint venture and new brand formed through a partnership between Nike and Kim Kardashian, aiming to expand Nike's reach in women's activewear.

How has Kim Kardashian's SKIMS brand performed?

Kim Kardashian's SKIMS brand has achieved significant commercial success, initially focusing on shapewear and expanding into loungewear and apparel.

Home / Business and Economy / Nike Bets Big on Kim's Mainstream Influence

Nike Bets Big on Kim's Mainstream Influence

Q: Who is NikeSKIMS targeting?

The NikeSKIMS partnership is primarily targeting higher-income Millennial women, a demographic where Nike seeks to increase its market share.

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 Bets Big on Kim's Mainstream Influence

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.