Nike has partnered with Shapewear Company Company Skims, owned by Kim Kardashian, to help CEO Elliott Hill strengthen his portfolio and compete better with emerging brands to help them compete with new women's activewear this spring Start a brand.
Focusing on product innovation and its core sports roots was at the forefront of Hill's mission to revive sales at Nike, which has strong growth in Hoka and New Balance.
The company's bid to appeal to women, who accounted for roughly 40% of its customers in 2023, was revealed in Nike's first Super Bowl ad in nearly 30 years, with Jordan Chile, Kate Linklark, Shakari Richardson, A and more. It features a star female athlete. 'Ja Wilson and Sabrina Ionescu.
Skim was released in 2019 and is valued at around $4 billion.
There was strong demand for shapewear.
Nike said Tuesday that the new brand, called Nikeskims, will include training apparel, footwear and accessories for women.
The first collection will be released on several retailers in the US and at Nikeskims websites.
The brand will be launched worldwide in 2026 and will expand to more retail stores, not just the wholesale segment.
The brand sat with other names under Nike kittens, including Converse, Jordan, ACG, and Nike SB.
Nike shares rose more than 3% on Tuesday.
