Nike (NKE, Financials) introduced a new women's athletic brand working with Kim Kardashian's shapewear brand, Skims. With an extended retail and wholesale distribution scheduled for 2026, the Nike SKIMS collectionbranded NikeSKIMSis due to premiere in the United States this spring.
Training clothes, shoes, and accessories meant for women will be part of the product range, complementing Nike's larger approach to maintain a strong presence in the athleisure sector. The alliance with Skims is considered a strategy to reclaim market share in the premium women's activewear category.
In the women's sports wear industry, Nike lags behind rivals. Nike's latest Super Bowl advertisement, its first in over three decades, highlighted well-known female athletes such Caitlin Clark and Sha'Carri Richardson to support its presence.
On Tuesday, Nike's stock climbed 4%, its highest single-day performance since Elliott Hill took over in September. Established in 2019, Skims has become well-known in the $4 billion premium shapewear, bra, and loungewear sector.
NikeSKIMS will first be sold online and at a few chosen American retail stores; more general availability for 2026 is planned.
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