Published by Global Banking & Finance Review®
Posted on February 18, 2025
2 min readLast updated: January 26, 2026
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Nike partners with Skims to launch a new women's athleisure brand, NikeSKIMS, aiming to expand its market presence.
By Juveria Tabassum
(Reuters) -Nike will launch a new women's activewear brand in the U.S. this spring in partnership with Kim Kardashian-owned shapewear label Skims, as CEO Elliott Hill works to broaden its offerings to better compete with upstart brands.
The tie-up is expected to give Nike a leg up in women-centric athleisure brands as it stakes its turnaround on a return to its core sports roots. It currently relies on its men-focused business for more than half of its sales.
The push was evident in Nike's first Super Bowl ad in nearly three decades, featuring star women athletes including Caitlin Clark and Sha'Carri Richardson.
"The women's business has faster growth and it has more potential growth in the future. Nike missed out on that opportunity that Lululemon exploited over the last 10-15 years," Morningstar analyst David Swartz said.
"The Skims partnership is an effort to grow a little bit faster in that area."
Nike shares rose 4% on Tuesday and were on track for their best day since Hill's appointment in September last year.
Demand for women's high-end joggers and yoga pants has been a growth driver for Canada-based Lululemon, as well as for upstarts such as Alo Yoga and Vuori. It has also helped Gap's brand Athleta turn a corner.
Nike said the new brand, called NikeSKIMS, would include training apparel, footwear and accessories for women.
Skims was launched in 2019 and is valued at around $4 billion. It has seen strong demand for its premium bras, loungewear and shapewear.
NikeSKIMs' first collection will be launched at some retail locations in the U.S. as well as on its website. It would be available in more retail stores and the wholesale segment in 2026.
(Reporting by Juveria Tabassum in Bengaluru; Editing by Arun Koyyur and Anil D'Silva)
The new brand is called NikeSKIMS, which will include training apparel, footwear, and accessories for women.
Nike's partnership with Skims aims to enhance its offerings in the women's athleisure market, which has shown faster growth potential compared to its men-focused business.
NikeSKIMS' first collection will be launched at select retail locations in the U.S. and on its website, with broader availability planned for 2026.
Following the announcement, Nike shares rose by 4%, marking their best day since CEO Elliott Hill's appointment in September of the previous year.
The demand for women's high-end joggers and yoga pants has driven growth for brands like Lululemon and has been a significant factor for Nike's new strategy.
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