A partnership with Kim Kardashian is Nike’s best idea since swapping its CEO
Nike shares spring higher after the athletic giant announced a first-of-its-kind partnership with Kim Kardashian’s Skims.
Just Skim it.
Shares of Nike jumped over 4% after the athletic giant announced a first-of-its-kind partnership with Kim Kardashian’s Skims. The collaboration, dubbed NikeSkims, will merge Nike’s performance apparel expertise with Skims’ $4 billion shapewear empire. The stock is poised for its best session since September 20th, the day CEO John Donahoe announced that he’d soon be stepping down.
The initial women’s apparel line is set to launch this spring, with footwear and accessories to follow. It will be available on Skims and Nike websites as well as in select US stores, with a global rollout planned for 2026. While exact product details remain skimpy, reports suggest the line will focus on workout apparel and incorporate performance fabrics like Nike’s Dri-Fit.
“It’s this great clash of performance products — athlete tested, athlete inspired — with Skims’ incredible attention to the female form and inclusivity,” said Heidi O’Neill, Nike’s president of consumer, product, and brand.
Skims, which launched in 2019, quickly gained popularity among millennials and Gen Z for its comfort-driven designs that cater to diverse body types and skin tones. The brand has since expanded through high-profile collaborations with the NBA, Fendi, Dolce & Gabbana, Swarovski, and The North Face. In 2022, Skims even hired former Nike executive Andy Muir to be its chief financial officer.
The partnership comes at a pivotal moment for Nike, which has struggled with declining sales both in-store and online. With growing competition from brands like Deckers Outdoor, Hoka, Adidas, and Lululemon, Nike is looking to reinvigorate its women’s business. In December, the company appointed longtime executive Elliott Hill as CEO, signaling a shift in leadership and strategy.
Nike reports third-quarter earnings in late March.
