Nike's sportswear line with skimming.
Courtesy: Nike defat
NikeThe companies announced on Monday that the highly anticipated sportswear line that stands out with Kim Kardashian’s Intimates brand will be launched this week after it was delayed due to production delays.
Called Nikeskims, the partnership is a key part of the strategy of sneaker companies to win more female shoppers and regain market share from brands like Lululemon, Vuori and Alo Yoga, which caters to women more closely.
The new product line will be launched on Friday, with three of the core collections (Matte, Shine and Airy) going to be updated seasonally. It will include about 40 new styles and pieces that can be worn inside and outside the gym.
In addition to the core clothing line, Nikeskims will also debut in a few seasonal collections, including vintage collections and layering that can be used to create a sportswear look.
After the two companies announced their partnership in February, they will launch their initial collection in the spring, with plans to launch globally in 2026. But they delayed it in early June because the internal production delay had nothing to do with suppliers or shipping issues.
Nikeskims is selling new product lines with a range of top female athletes, including former tennis star Serena Williams, track and field Olympia Olympia Sha'Carri Richardson, gymnast Jordan Chiles and skier Chloe Kim.
The release will help Nike toward many goals set by new CEO Elliott Hill. The product’s dual focus on performance and lifestyle will allow Nike to capture female athletes and average shoppers who spend sportswear on competitors. The new style includes Nike's drying technology to suit intense exercise and can also be incorporated into everyday clothing.
Led by former Nike CEO John Donahoe, the company focuses on the lifestyle aspects of its business — shoes and clothing aren’t just for exercise — which helps it grow its annual sales to $50 billion. However, the focus on lifestyles has led some of Nike's core athlete clients to shop elsewhere due to criticism.
Hill took over as Nike executive in October, and he is working to bring sports and athletes back to the center of Nike's strategy. The partnership with STRIMS helps the company attract athletes, but there is also a way of life that expands its overall addressable market.
In turn, the last $4 billion skimmed man will gain Nike’s manufacturing and development capabilities and gain more opportunities for growth. While buzzing and well-known with the Kardashian connection, the brand is still relatively small compared to its competitors.
“Nikeskims is more than just a collaboration, it’s a new brand that redefines Activewear,” Skims CEO Jens Grede said in a press release. “With this launch, we are building a platform to grow Nikeskims, attracting consumers around the world and providing a new benchmark for sportswear experiences in retail, digital and cultural touchpoints.”
Nike President Amy Montagne added that the partnership is part of a “wider commitment” to women.