Nike is postponing the rollout of its highly anticipated women’s activewear collaboration with Kim Kardashian’s Skims, a company spokesperson confirmed to Reuters on Wednesday.
The partnership, initially announced in February, is a key part of new CEO Elliott Hill’s strategy to revitalize the brand and expand Nike’s reach in the competitive activewear market. The move is seen as an effort to better compete with fast-growing rivals like Roger Federer-backed On and Deckers-owned Hoka.
Skims, founded in 2019, has gained traction for its upscale shapewear, loungewear, and bras, building a strong following among female consumers.
“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 line, to be called NikeSkims, will feature training apparel, footwear, and accessories for women. The initial rollout was scheduled for select U.S. retail stores and online this spring, with a broader launch planned for 2026.
Investors and analysts have widely praised the collaboration, viewing it as a potential catalyst to help Nike regain momentum in the women’s segment. The company has been trailing behind competitors like Lululemon and Gap’s Athleta, which have both carved out significant market share in the booming women’s activewear category.
The partnership remains a key part of Nike’s push to diversify its offerings and win back consumers, particularly in a segment where it has underperformed in recent years.
“The origin of NikeSKIMS is rooted in a desire to bring something new and unexpected to an industry that is craving something different, and to invite a new generation of women into fitness with disruptive product designed to meet their needs in both performance and style,” the company said about the line when they introduced it.
Nike’s stock is down more than 20% year to date.
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