Nike to debut new brand with Kim Kardashian’s Skims after delays

Nike plans to debut its highly anticipated line of athleticwear with entrepreneur and reality TV star Kim Kardashian’s Skims label this week after production problems delayed its release for months. NikeSkims is set to launch on September 26 with 58 styles including form-fitting bras, leggings and biker shorts, as well as accessories such as a gym bag and yoga mat. The items will be available for purchase on Nike and Skims websites and at select stores. The brand is planning a global rollout in 2026 with clothing, footwear and accessories. Nike and Skims are both counting on the partnership for a boost. The world’s largest sportswear company is trying to rebound from a sales slump, while Kardashian’s label is looking to grow beyond underwear and bolster its presence in the activewear market. Nike is leveraging its athlete portfolio in marketing for the new brand, with an early campaign led by tennis legend Serena Williams and Olympic stars such as Sha’Carri Richardson, Jordan Chiles and Chloe Kim. Nike is in the early stages of a comeback effort under Chief Executive Officer Elliott Hill, who’s nearing his first full year on the job. He has moved to refocus Nike on sports and revitalize relationships with wholesale partners. In June, the company said its yearlong sales decline was beginning to ease, sending shares up the most since 2021. But the project with Skims, which had been negotiated by Hill’s predecessor and kept secret for more than a year until a February announcement, has been beset with delays in recent months. Hill had intended to make the first “comprehensive collection” available to shoppers by the end of May. NikeSkims is still building out a dedicated team staffed by Nike and Skims employees, along with new hires. The division is hiring at least one more footwear designer, according to a job listing. By Kim Bhasin

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Nike to debut new brand with Kim Kardashian’s Skims after delays