Nike is set to launch its highly anticipated activewear line with Kim Kardashian’s intimates brand Skims this week after it was pushed back due to production delays.
The collection is slated to launch on both the Nike and Skims websites on 26 September.
“NikeSKIMS is a bold evolution in how women experience sport and style — and together with SKIMS, we’re delivering what no other brand can,” Nike President Amy Montagne said.
“It’s part of Nike’s broader commitment to her: uncompromising product innovation that moves and celebrates women."
It was initially announced in February to hit stores earlier this year, but was pushed back due to production delays between the two teams.
The launch of the collection comes as Nike is implementing a turnaround strategy under the new CEO, Elliot Hill, who joined the company in October 2024.
The sportswear company is trying to return to form after former CEO John Donahoe focused the company on the lifestyle side of the business. While this led to the company’s annual sales growing north of US$50 million, many of Nike’s core athlete customers began to shop elsewhere over criticisms that Nike lost sight of innovation.
The Skims collaboration is hoped to reach athletes while also having a lifestyle twist to satisfy both markets. The campaign for the new line also includes 50 female athletes from across the Nike portfolio.
The new collaboration will also allow Skims, which was last valued at US$4 billion, access to Nike’s manufacturing and development capabilities and allow for more growth for the business.
“NikeSKIMS is more than a collaboration — it’s a new brand redefining activewear,” Skims CEO Jens Grede said.
“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 touch points.”
At the time of writing, Nike (NYSE: NKE) shares were up 0.55% to US$71.28. The company has a market cap of $105.27 billion.
