Nike sportswear line with foam.
Gracieuse: Nike Skims
NikeThe long -awaited sportswear line with Kim Kardashian Intermates Brand Skims should be launched this week after being postponed due to production delays, companies announced on Monday.
The partnership, nicknamed Nikeskims, is a key element in the Sneakers company’s strategy to gain more buyers and resume brand market shares like Lululemon, Vuori and Alo Yoga, which are more closely intended for women.
The new line will be launched Friday with three basic collections – Matte, Shine and Airy – which will be updated seasonal. It will include around 40 new styles and parts that can be worn inside and outside the gymnasium.
Beyond the basic clothing line, Nikeskims will also start a handful of seasonal collections – including a vintage line and superposition pieces that can be used to create a sportswear look.
After the companies announced the partnership in February, they had to launch an initial collection in the spring, with a global deployment scheduled for 2026. But they pushed it in early June due to internal production delays which were not linked to a supplier or a shipping problem.
Nikeskims markets the new line alongside a multitude of female athletes, including the former tennis star Serena Williams, the Olympian athletics Sha’Carri Richardson, the Jordan Chiles gymnast and the snowboarder Chloe Kim.
The launch will help Nike head for a number of goals that he has set under the new CEO Elliott Hill. The double concentration of the assortment on performance and lifestyle will allow Nike to capture both female athletes and regular buyers who spend sports clothes among competitors. The new styles include Nike drying technology, which makes them adapted to an intense exercise, but also knitting parts and layers that can be incorporated into daily outfits.
Under the former CEO of Nike, John Donahoe, the company focused on its company’s life side – shoes and clothes that were not only for the exercise – which helped him develop his annual sales north of $ 50 billion. However, this concentration on the lifestyle has led some of the main customers of Nike athletes to buy elsewhere on the criticisms that he has lost sight of innovation.
Hill, who took office of Nike in October, works to bring sports and athletes to the center of Nike’s strategy. The partnership with Skims helps the company reach athletes, but also has a lifestyle, which widens its total addressable market.
In turn, Skims, which was for the last time at $ 4 billion, will have access to the manufacturing and development capacities of Nike and benefits more growth. Although Buzzy and well known because of its link with Kardashian, the brand is still relatively small compared to the competitors.
“Nikeskims is more than a collaboration – it is a new brand redefining sportswear,” said Skims CEO, Jens Greded, in a press release. “With this launch, we establish a platform to cultivate Nikeskims, reach consumers worldwide and establish a new reference for the way sportswear is experienced in commercial, digital and cultural contact points.”
The president of Nike, Amy Mountain, added that the partnership was part of a “wider commitment” towards women.