Move over, MJ – here comes Kim K

Nike and Kim Kardashian’s Skims are partnering to launch a new brand called NikeSKIMS, in a move the checkmark company’s execs say is poised to crown their Michael Jordan of activewear.

The new brand will include a collection of women’s apparel, footwear, and accessories set to debut this spring, with a global rollout planned for 2026.

Nike’s future is female

The checkmark company is pushing for its products to be like a male sloth in heat – hanging on more women – as indicated by its first Super Bowl commercial in nearly 30 years, a female-centric spot featuring star athletes like Jordan Chiles, Caitlin Clark, and Sha'Carri Richardson.

• Nike recorded ~$8.5 billion in revenue from female apparel last year, compared to ~$21 billion from male apparel. It estimates 40% of its customers are women.
• A partnership with Skims will help it pump those numbers up, checkmark execs hope – as well as bring some much-needed buzz to a company that’s fallen behind activewear competitors like Lululemon, Alo, and Vuori. The six-year-old Skims was ranked #11 last quarter on the Lyst Index, a list of the top-twenty hottest brands in fashion. Nike fell off the list in 2023.

📈 As for Skims…The Nike pairing provides the brand, valued at $4 billion in 2023, another avenue for R&D and growth as it lays the groundwork for an IPO or strategic acquisition.