Nike and SKIMS Unite Under Joint Women’s Label: NikeSKIMS

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Nike has a new CEO, Elliot Hill, and SKIMS is growing by taking on new initiatives.

For both Nike and SKIMS, this moment signifies a rising focus on catering to the requirements of female athletes and individuals across various body types and skin tones. In a public announcement, Kardashian expressed that Nike and SKIMS have a strong dedication to innovation, inclusivity, and boundary-pushing ideas, all rooted in their firm conviction in women’s strength.

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Ever since its debut in 2019, Kardashian’s shapewear and loungewear brand, SKIMS, has been dominating the market, surpassing established brands that have offered functional clothing for a long time. The recent news about Nike partnering with SKIMS (NikeSKIMS) comes after SKIMS collaborated with outdoor gear company The North Face last December, where they introduced redesigned TNF styles in various skin-toned colors that were sold out in mere minutes. In the same month, Kardashian also unveiled the first SKIMS flagship store in New York City, a 6,570 sqft space spread across four floors.

Conversely, it’s worth noting that Nike’s prominence has diminished over recent years, largely due to strategic mistakes by its former CEO John Donahue, who departed the company in 2024 after a four-year tenure. In March of 2024, the head of JD Sports, Régis Schultz, even pointed the finger at Nike for their lack of innovation as the reason behind a drop in sales for their UK retail outlets.

Many die-hard sneaker fans have shared similar concerns about Nike’s frequent reissues of classic shoe designs. This debate, often heard in the sneaker community, suggests that Nike leans too heavily on retro silhouettes. Yet, with the comeback of longtime CEO Elliot Hill, who spent three decades at the company, there’s been a renewed sense of hope within Nike.

It’s not unexpected that SKIMS is shifting focus towards athletic wear, given their growing list of sports collaborations. In 2020, they partnered with the Olympic Team USA at the Tokyo Games and further supported them during the Beijing 2022 Games and the 2024 Paris Olympics. Moreover, in May 2024, SKIMS announced its first collaboration with the WNBA, extending their sports partnerships even further.

2025 will see the launch of the first NikeSKIMS collection, followed by a worldwide growth plan in 2026. Keep an eye on HYPEBEAST for news about this upcoming line.

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2025-02-18 22:26