New Line Aims to Boost Nike’s Presence in the Women’s Athleisure Market
Nike (NKE) is set to launch a new women’s activewear brand, NikeSKIMS, this spring in partnership with Kim Kardashian’s shapewear label, Skims. The move marks a strategic shift under CEO Elliott Hill to strengthen Nike’s position in the fast-growing women’s athleisure market and compete with brands like Lululemon, Alo Yoga, and Vuori.
Nike has long dominated the sportswear industry but has relied heavily on its men-focused business. The partnership with Skims is expected to accelerate its expansion into the women’s segment, which has been a key driver of growth for rivals.
Morningstar analyst David Swartz noted that Nike had previously missed out on the booming women’s athleisure market, which Lululemon successfully capitalized on over the past decade. “The Skims partnership is an effort to grow a little bit faster in that area,” he said.
The new brand comes as Nike refocuses on its core sports roots, a strategy evident in its first Super Bowl ad in nearly 30 years, featuring star female athletes like Caitlin Clark and Sha’Carri Richardson.
Following the announcement, Nike shares surged 4% on Tuesday, marking their best performance since Hill took over as CEO in September.
NikeSKIMS will offer training apparel, footwear, and accessories tailored for women. The first collection will be available at select U.S. retail locations and online, with a broader retail and wholesale expansion planned for 2026.
Skims, launched in 2019 and valued at around $4 billion, has gained popularity for its premium shapewear and loungewear. With this collaboration, Nike aims to tap into that loyal customer base and solidify its standing in the competitive women’s activewear market.
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