Published by Global Banking & Finance Review®
Posted on June 18, 2025
2 min readLast updated: January 23, 2026
Add as preferred source on GoogleNike postpones its women's brand launch with Skims to refine products, aiming to strengthen its position in the activewear market.
By Nicholas P. Brown and Ananya Mariam Rajesh
(Reuters) -Nike's launch of a new women's activewear brand in the U.S. through a partnership with Kim Kardashian-owned shapewear label Skims has been delayed, the Air Jordan maker's spokesperson told Reuters on Wednesday.
The partnership, which was announced in February, is part of new CEO Elliott Hill's plan to turn the struggling company around and broaden its product offerings to compete with brands such as Roger Federer-backed On and Deckers' Hoka.
Skims, which was launched in 2019, has seen growing demand for its premium bras, loungewear and shapewear.
With anticipation high among stakeholders and consumers, the two sides have delayed the launch as they work to get the product right, the Nike spokesperson said. The delay was first reported by Bloomberg News.
The new brand is set to be called NikeSKIMS, and is expected to include training apparel, footwear and accessories for women.
The initial plan was to launch its first collection at some U.S. retail locations in the spring of this year, as well as on its website. It was to be available more widely in 2026.
The partnership with Skims has been applauded by investors and analysts, who hope it will help Nike make up ground after falling behind in the women's activewear market, where Lululemon and Gap's Athleta have emerged as a winners.
(Reporting by Ananya Mariam Rajesh in Bengaluru and Nicholas P. Brown in New York; Editing by Maju Samuel)
Nike has delayed the launch of its new women's activewear brand to ensure the product meets expectations, according to a spokesperson.
The new brand is expected to be called NikeSKIMS and will include training apparel, footwear, and accessories for women.
The partnership between Nike and Kim Kardashian's Skims was announced in February.
The initial plan was to launch the first collection at select U.S. retail locations in the spring of this year, with wider availability expected in 2026.
The partnership has been applauded by investors and analysts, who believe it will help Nike regain its position in the women's activewear market.
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