Skims teams up with the volleyball in Ligue 1.
Skim
Skims deepens its links in female sports with a new partnership in the volleyball in Ligue 1.
The popular brand of underwear launched by star Kim Kardashian and Swedish entrepreneur Jens Gred will become Langing, Intimates and Sleembearwear Sleeping-Shemwear clothing from the emerging volleyball league. They did not disclose the size of the agreement.
The partnership comes as the differences have increased its efforts in the female sports category. In February, the company announced that it was teaming up with Nike as it seeks to win more women and to face competitors such as LululemonAlo yoga and Vuori.
The volleyball of Ligue 1 – or LOVB, pronounced “Love” – was founded in 2020 and consists of the largest community of volleyball clubs for young people in the country. Lovb launched a professional league in January.
“This partnership with LOVB is an exciting opportunity to expand our scope at the intersection of fashion, culture and sports,” said Grede, co-founder and CEO of skim.
Skims said that within the framework of the agreement, the brand will also participate in the LOVB community, including athletes and activations across the league. The brand said it planned to help raise the voices of female athletes from all levels and highlight the growth of volleyball across the United States
“Together, we are impatient to inspire confidence and empower athletes at all levels through innovative products, community activations and a narration that celebrate athletes on and off the field,” said Kardashian, co-founder and head of skiing, in a press release.
Skims sees enormous potential in volleyball, calling “the next major American sports league”. In recent years, sport has experienced huge increases in fans and television ratings.
In 2023, 92,000 fans recorded the biggest crowd for a female sporting event when the female team of Nebraska Cornhuskers faced the Omaha Mavericks.
The NCAA 2024 volleyball women’s tournament was the most consumed of all time EspnWith more than 1.3 billion minutes monitored on its platforms, according to the network. The entire NCAA women’s volleyball tournament ended 41% from one year to the next, said ESPN.
In May 2024, ESPN obtained the rights of the media for the pro matches of League One.
“The partnership with Skims is an incredible step for our league and our clubs,” said Michelle McGoldrick, LOVB business director. “Together, we not only support our remarkable athletes in their trip to become familiar names, but helped to inspire the next generation of players and fans.”