In a move aimed at winning over female shoppers, Nike is set to launch its highly anticipated activewear line in partnership with Kim Kardashian’s shapewear brand Skims this Friday. The launch, which had been delayed due to internal production challenges, marks a major step in Nike’s strategy to compete more directly with women-focused activewear brands such as Lululemon, Vuori, and Alo Yoga.
Dubbed NikeSKIMS, the collaboration will debut with three core collections—Matte, Shine, and Airy—featuring roughly 40 styles designed to be worn both in and out of the gym. These collections will be refreshed seasonally, with additional seasonal capsules, including a vintage line and layering pieces, set to follow.
Initially announced in February, NikeSKIMS was scheduled for a spring release, with a broader global rollout planned for 2026. Production delays, unrelated to suppliers or shipping, postponed the launch until now.
The campaign highlights a range of top female athletes, including tennis legend Serena Williams, Olympian sprinter Sha’Carri Richardson, gymnast Jordan Chiles, and snowboarder Chloe Kim, reflecting Nike’s dual emphasis on performance and lifestyle. The line features Nike’s advanced drying technologies for intense workouts, while also offering knit pieces and layering options suitable for everyday wear.
The partnership aligns with CEO Elliott Hill’s strategy to refocus Nike on athletes and sports performance after former CEO John Donahoe’s emphasis on lifestyle-driven growth, which, while expanding annual sales past $50 billion, drew some criticism from core athlete consumers for deprioritizing innovation. Hill aims to merge lifestyle appeal with athletic performance, broadening Nike’s total addressable market.
For Skims, which was last valued at $4 billion, the collaboration provides access to Nike’s manufacturing and development infrastructure, offering the brand opportunities for growth and global reach. While Skims has a strong cultural presence due to Kardashian, it remains relatively small compared to its activewear competitors.
“NikeSKIMS is more than a collaboration—it’s a new brand redefining activewear,” said Skims CEO Jens Grede. “With this launch, we are establishing a platform to grow NikeSKIMS, reach consumers worldwide, and set a new benchmark for how activewear is experienced across retail, digital, and cultural touchpoints.”
Nike President Amy Montagne added that the initiative reflects the company’s broader commitment to women, underscoring the importance of female shoppers to Nike’s growth strategy.
The launch of NikeSKIMS represents a strategic blend of performance, style, and lifestyle appeal, targeting both dedicated athletes and everyday consumers in an increasingly competitive activewear market.
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