Nike will launch a brand new ladies’s activewear model within the US this spring in partnership with Kim Kardashian-owned shapewear label Skims, as CEO Elliott Hill works to broaden its choices to higher compete with upstart manufacturers.
The tie-up is anticipated to present Nike a leg up in women-centric athleisure manufacturers because it stakes its turnaround on a return to its core sports activities roots. It at the moment depends on its men-focused enterprise for greater than half of its gross sales.
The push was evident in Nike’s first Tremendous Bowl advert in almost three many years, that includes star ladies athletes together with Caitlin Clark and Sha’Carri Richardson.
“The women’s business has faster growth and it has more potential growth in the future. Nike missed out on that opportunity that Lululemon exploited over the last 10-15 years,” Morningstar analyst David Swartz stated.
“The Skims partnership is an effort to grow a little bit faster in that area.”
Nike shares rose 4% on Tuesday and have been on observe for his or her finest day since Hill’s appointment in September final yr.
Demand for ladies’s high-end joggers and yoga pants has been a development driver for Canada-based Lululemon, in addition to for upstarts equivalent to Alo Yoga and Vuori. It has additionally helped Hole’s model Athleta flip a nook.
Nike stated the brand new model, referred to as NikeSKIMS, would come with coaching attire, footwear and equipment for ladies.
Skims was launched in 2019 and is valued at round $4 billion. It has seen sturdy demand for its premium bras, loungewear and shapewear.
NikeSKIMs’ first assortment shall be launched at some retail places within the US in addition to on its web site. It will be out there in additional retail shops and the wholesale phase in 2026.
