Dive Brief:
- After production delays pushed back the launch of NikeSkims earlier this year, the joint venture is now set to debut on Friday, per a company press release.
- NikeSkims includes seven collections and 58 styles, creating what the brands refer to as “a system of dress,” with more than 10,000 possible combinations. The collection will be available through both Nike and Skim’s websites, as well as select retail stores, including flagships in Los Angeles and New York City.
- The collection is geared toward a more athleisure-focused customer, with the products “delivering style, function and comfort that transitions effortlessly between workouts and everyday wear.” A debut film promoting NikeSkims will feature more than 50 athletes.
Dive Insight:
The highly awaited NikeSkims launch, which was first expected to arrive this spring, is here — and Nike is putting its full marketing power behind the tie-up.
Through campaign photography and a “Bodies at Work” film, NikeSkims is promoting the new collection with athletes from Jordan Chiles to Sha’Carri Richardson and Serena Williams. Also featured will be college stars and Skim’s founder Kim Kardashian.
“Our mission is clear: to redefine women’s activewear without compromise,” Kardashian said in a statement. “This collection brings together cutting-edge performance with bold, style-forward design, empowering athletes — from elite competitors to everyday gym enthusiasts — to move effortlessly and conquer their goals with confidence.”
At launch, NikeSkims will include four seasonal collections and three core collections. The core offerings — Matte, Shine and Airy — are designed to cover different levels of activity. Matte uses sweat-wicking materials, mid-level compression and “targeted” sculpting, and is designed to offer both everyday staples and sport essentials. Shine and Airy are more targeted, with the former featuring a sheen finish and a stretchy feel for strength training and the latter offering mesh-inspired knit products made for low-impact activity and styling.
“The NikeSkims system of dress takes a head-to-toe approach, featuring layers that support and move with women’s bodies,” the companies wrote in the post. “Flattering lines, sculpting fabrics, innovative materials and neutral colorways offer women a complete wardrobe solution — from foundational bras and leggings to seasonal silhouettes and accessories — created to help them look, feel and perform their best.”
As for seasonal offerings, Nike will offer a Vintage Seamless collection, Matte Tricot track-inspired collection, a semi-sheer Weightless Layers collection and a Shiny Nylon oversize pant.
Jefferies analysts led by Randal Konik noted that NikeSkims is launching at a “pivotal phase” of Nike’s turnaround, when the brand is already making progress on key initiatives like rightsizing its core footwear franchises.
“Product innovation is gaining momentum, driven by sport-led storytelling that is re-energizing core categories. CEO Elliott Hill is prioritizing ubiquity, expanding Nike’s global reach through strategic partnerships and retail expansion,” Jefferies analysts wrote. “These efforts reflect Nike’s commitment to meeting consumers wherever they are, both physically and digitally, and reinforce its broader strategy to scale accessibility while maintaining brand equity.”
Nike in June saw full-year sales fall 10% as it battles tariffs, consumer demand challenges and turnaround efforts like reinvesting in wholesale. At the same time, the activewear giant is restructuring its teams around key sports, which is on top of other shuffling Hill has made at Nike as he builds out his leadership team. The retailer in May also announced it would return to Amazon and raise prices on some of its footwear.
