A woman well-versed in the fitness field is expanding her share in it. Last week, Kim Kardashian's much-anticipated new venture officially launched: "NikeSKIMS." Nike announced their partnership with Kardashian's brand earlier this year in an Instagram post. It comes as part of a wider effort to expand their female customer base and re-engage girls in the Nike brand.
Kim's journey into the commercial sports sector started back in 2009 when she released a series of fitness DVDs under the series, "Fit in Your Jeans by Friday" and "Workout- Hot Curves." Throughout Kim's career, her physique has been a major part of her brand, with many questioning how she achieved her curves. Since she and her family have capitalised on this speculation, releasing a number of products and endeavours, giving hopeful fans the chance to look like her, too.
In November 2010, Kim expanded her brand influence into athletic footwear through a notable collaboration with Skechers. During a press conference at the Regent Beverly Wilshire Hotel, Kim, alongside her mother Kris Jenner, announced her partnership with the footwear giant. Many might remember her Super Bowl commercial with the brand's "shape-ups" line in 2011, which went viral at the time. The ad featured Kardashian "breaking up" with her personal trainer and moving on to her new love, the shoes. The commercial played on Kim's image as everyone's dream girl, highlighting that the shoes are what truly make her shine.
Kim Kardashian's fashion sense continues to grow
In the late 2010s, as Kim's prominence online grew, she endorsed several health-related products. Controversially, many included appetite-suppressing lollipops from Flat Tummy Co., Flat-Tummy Tea, and waist-training guards. While being marketed to promote weight loss, the posts (from her and her sisters) drew criticism for encouraging unhealthy body image standards among fans.
Around this time, her relationship with now ex-husband, Kanye West, blossomed into a new era of fashion influence for the mogul. In 2017, the launch of the West clothing brand, "Yeezy", marked a significant turning point for sportswear and the fashion world as a whole, introducing a new and innovative way to dress. She debuted the "Yeezy season 6 collection primarily on Instagram, which helped take the brand to new heights. Kim shared glimpses of the collection on her Instagram stories, later capturing paparazzi shots that became part of the official campaign materials. This move is believed to have shaped Kim's early vision of how branding and influence work hand in hand to support a product's success. The Yeezy brand ultimately served as a stepping stone for Kim's eventual departure, paving the way for her to forge her own fashion line.
Since launching SKIMS in 2019, Kim has revolutionized the shapewear and loungewear industry. The brand emphasizes comfort, inclusivity, and body positivity, with an initial focus on loungewear that is now expanding into the sports realm. From seamless leggings and sports bras to versatile workout sets, Skims has become a go-to for activewear, embodying its motto: "rooted in performance and the obsession with the body."
Recently, the partnership with Nike has turned many heads. In a game-changing move, in February 2024, Nike announced a new subbrand, NikeSKIMS. Through the new line, 'Nike would hope to renew their commitment to centering sport and the female customer.'
The move has arguably cemented SKIMS' soaring position as a leading brand in retail today. In 2024, SKIMS became the official underwear partner of the NBA, WNBA, and USA Basketball, as well as dressing the teams for the Tokyo 2020 and Beijing 2022 Olympics. Additionally, the brand launched a ski-wear collection with The North Face last December, which reportedly generated $5.4 million in media impact value within 48 hours.
Each venture ties to Kim's image over the years as a public figure of allure who is good at driving conversation, a key driver in consumer success stories. The branding of "Skims" today metaphorically summarises Kim's journey to the powerhouse she is in business today. A figure who's success is; "rooted in performance and the obsession with the body".