Nike just made a major move with Kim Kardashian’s shapewear brand, Skims. The two companies have teamed up to create a new line of activewear for women, which will debut this spring. Already, the collaboration is looking like a major success. On Tuesday, Nike’s stock jumped by 6.2%, closing at $77.59, despite the overall stock market being mostly flat. The surge added an impressive $6.7 billion to Nike’s market value, a clear sign that investors are excited about this partnership (NikeSkims).
$6.7 billion jump in Nike’s market value
Nike’s stock saw a significant boost, climbing 6.2% to reach $77.59, helping the company add $6.7 billion to its market value. This surge happened on a day when the stock market was relatively stagnant, showcasing just how powerful the partnership with Skims has been for Nike. Investors have responded positively, signaling high expectations for the new line of activewear, which has already captured attention before its official launch.
Talks have been underway for months
This collaboration didn’t happen overnight. Behind the scenes, talks between Nike and Skims have been ongoing for about a year, according to various sources. The partnership is expected to produce a line of training apparel, footwear, and accessories. Initially, the collection will be available online in the U.S. and at select retail locations. The global launch is set for 2026, marking an exciting step forward in both brands’ expansion.
Nike takes a bold step
For Nike, this is the first time it has partnered with an outside company to create a new brand. The decision to work with Skims represents a bold move by Nike, especially considering the company’s recent struggles in the highly competitive women’s activewear market. Brands like Lululemon and Alo have gained significant market share, and Nike has been looking for new ways to regain its footing. The partnership with Skims is expected to help Nike tap into the growing demand for women-focused activewear, which is currently taking over the industry.
Skims: A powerhouse in the making
Skims is far from just another shapewear company. Founded in 2019 by Kim Kardashian and Jens Grade, the brand has already grown into a $4 billion business, with Kardashian herself owning a significant stake. Known for its high-quality products and inclusive sizing, Skims has made waves in both the fashion and luxury markets. The brand has partnered with top-tier names like Dolce & Gabbana and Fendi. In the sports world, Skims has already released Olympic collections and secured a deal as the official underwear sponsor of the WNBA. With Kardashian’s massive social media following—358 million Instagram followers—Skims is well-positioned to continue growing.
Nike looks to reclaim the spotlight
Nike has been facing some challenges recently. After posting a disappointing 0.3% revenue increase in its most recent fiscal year, the company has been reevaluating its strategies. In October, Nike veteran Elliott Hill returned to the company as CEO, replacing John Donahoe. Under Hill’s leadership, Nike is focusing on new ways to innovate, and the partnership with Skims is a major part of that strategy. With this move, Nike aims to reclaim its position as a leader in the activewear market, especially among female consumers.
Skims’ impressive reach
Skims is already a powerhouse in its own right. Kardashian’s massive following, combined with the brand’s strong presence in the fashion world, has made it a force to be reckoned with. In addition to its luxury collaborations, Skims has been involved in multiple high-profile sports partnerships, including Olympic collections and a partnership with the WNBA. The brand’s focus on women’s sports, including featuring athletes like Candace Parker in its marketing, positions it perfectly to make a splash in the activewear market.
Nike looks to empower women in sports
Nike’s partnership with Skims comes at a time when the company is doubling down on empowering women in sports. This year, Nike made its return to Super Bowl advertising for the first time in 27 years, showcasing a 90-second spot that featured only female athletes. The ad highlighted stars like WNBA players Caitlin Clark, Sabrina Ionescu, and A’ja Wilson, gymnast Jordan Chiles, sprinter Sha’Carri Richardson, and tennis player Aryna Sabalenka. The partnership with Skims further cements Nike’s commitment to female athletes and activewear consumers.
Nike and Skims are setting the stage for a new era in women’s activewear. With both brands focusing on quality, inclusivity, and innovation, their collaboration has the potential to reshape the market. Nike’s market share in women’s activewear has been slipping in recent years, but this partnership may be the perfect solution. The new line promises stylish, high-performance gear, and women across the globe will be eager to get their hands on it.
The future of the partnership
What comes next for this partnership? Nike and Skims are preparing for a successful spring launch in the U.S. The excitement is palpable, and expectations are high. The global launch scheduled for 2026 will undoubtedly expand the brand’s reach even further, and both companies are set to make waves in the activewear space. As the market continues to evolve, Nike and Skims are poised to lead the way, providing innovative products that meet the demands of modern women.
