Nike Inc's (NKE) shares surged over 5% on Tuesday, outpacing the broader market, after the company announced a long-term partnership with Kim Kardashian's shapewear brand SKIMS to launch a new activewear line called NikeSKIMS.
The move comes as Nike seeks to revitalize its position in the competitive activewear market, particularly among women consumers, where rivals like Lululemon Athletica have gained significant ground in recent years.
Under the partnership, NikeSKIMS will combine Nike's expertise in athletic innovation and performance with SKIMS' focus on body inclusivity and design tailored for the female form. The new brand will offer training apparel, footwear, and accessories designed to meet the diverse needs of women athletes - from elite competitors to everyday fitness enthusiasts.
NikeSKIMS will debut its first collection in the US this spring, available at select retail locations and on Nike's website. A global expansion is planned for 2026, with the brand reaching new markets and wholesale partners worldwide.
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