Nike and SKIMS are joining forces to disrupt the global fitness and activewear industry with the launch of NikeSKIMS, a brand set to redefine sportswear. This collaboration will introduce an extensive range of apparel, footwear, and accessories, aiming to welcome more women and athletes into the world of sports and effortless movement.
“Nike and SKIMS share a deep commitment to innovation, inclusivity, and pushing boundaries, driven by an unwavering belief in the power of women,” said Kim Kardashian, co-founder of SKIMS. “This partnership is the culmination of that shared vision, delivering products that are meticulously designed to sculpt and perform for every body. Every single detail has been obsessed over and carefully considered.”
NikeSKIMS is positioned to attract a new generation to athletics while offering something unique to the market. According to Amy Montagne, Vice President and General Manager of Nike Women’s, this venture builds on Nike’s longstanding commitment to supporting women in sports.
“No footwear or apparel brand delivers the level of support Nike provides to women’s sport and movement,” Montagne stated. “With NikeSKIMS, we’re deepening that support, listening to the voices of our athletes and women around the world, and meeting their needs with a unique and disruptive point of view rooted in strength and style.”
Heidi O’Neill, President of Consumer, Product & Brand at Nike, Inc., echoed this enthusiasm: “We’re energised by the opportunity to build a new brand and shake things up for the next generation of athletes* with NikeSKIMS. This partnership brings together the best of both brands and unlocks an incredible opportunity to disrupt the industry with our shared passion and commitment to innovation. We will invite even more athletes* into sport and movement with products that make them feel strong.”
NikeSKIMS will launch its first collection in the United States this spring, available online and in select retail locations, with a global expansion planned for 2026.
Nike’s renewed focus on female athletes is a key element of its turnaround strategy under new CEO Elliott Hill. In a bid to regain market share among younger consumers, Nike recently aired its first Super Bowl advert in decades, spotlighting top female sports stars such as WNBA’s Caitlin Clark, sprinter Sha’Carri Richardson, and gymnast Jordan Chiles.
Although Nike has long prioritised its women’s segment, the company has faced corporate culture challenges that sometimes contradicted that focus. Now, as Hill navigates Nike through a challenging period of declining revenue and waning appeal among young shoppers, his strategy includes reinvesting in storytelling, reducing promotions, and strengthening wholesale partnerships after an overemphasis on direct-to-consumer sales.
