Nike Shares Edge Up After Partnering With SKIMS To Boost Innovation And Style

Nike (NKE) shares edged up on Tuesday after the sportswear giant announced a partnership with Kim Kardashian's SKIMS to launch a new activewear brand, NikeSKIMS. The collaboration aims to bring together Nike's world-class innovation and athlete insights with SKIMS' obsession for the female form and pioneering pursuit of solutions for every body. The new brand is set to debut in the United States this spring, with a global expansion planned for 2026.

The partnership between Nike and SKIMS is expected to disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes. By merging Nike's advanced innovation, sport science, and athlete insights with SKIMS' signature style and inclusive solutions for every body, NikeSKIMS will offer an extensive line of training apparel, footwear, and accessories designed to meet the unique needs and preferences of women athletes around the world.

NikeSKIMS will further Nike's dedication to growing its women's business, inspiring women and girls around the world to dream big, and enabling them in their pursuits with industry-leading apparel, footwear, and accessories. The new brand will debut in the United States at select retail locations and nike.com/NikeSKIMS this spring, with a global expansion planned for 2026.

The partnership between Nike and SKIMS is a strategic move for both brands, as they aim to create a new standard in the global fitness and activewear industry. By combining their respective strengths in innovation, inclusivity, and breaking boundaries, NikeSKIMS will empower women to move with confidence and express themselves authentically, merging SKIMS' focus on body confidence and self-expression with Nike's relentless pursuit of athletic excellence.

Nike's shares have been volatile in recent years, with a sharp decline in stock value, job cuts, and mounting competition from emerging brands such as On and old competitors like Adidas. However, the partnership with SKIMS is a positive development for the company, as it seeks to regain its footing under new CEO John Donahoe. The new brand, NikeSKIMS, is expected to help Nike tap into a new market segment and attract a younger demographic, with about 70% of SKIMS' customers being millennials or Gen Z-ers.

In conclusion, the partnership between Nike and SKIMS is a strategic move that aligns with both brands' commitment to innovation, inclusivity, and pushing boundaries. By combining their respective strengths, NikeSKIMS is poised to disrupt the global fitness and activewear industry, empowering women to move with confidence and express themselves authentically. The new brand is expected to help Nike grow its women's business and inspire women and girls around the world to dream big and pursue their athletic goals.