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Kim Kardashian and Nike have bet big on NikeSkims (Photo by Edward Berthelot/GC Images) GC Images For a brand that owns ‘Just Do It’, Nike Inc. has done little to allay market jitters with the conspicuous absence of any products for its uber-hyped NikeSkims launch. In an era of global collaborations between retailers, brands and those stars that are emotionally engaged with their target audiences, few prospective partnerships have generated as much hype as NikeSkims, a joint venture between sportswear giant Nike and queen of the influencers Kim Kardashian and her shapewear business Skims. They were supposed to be releasing their first collection this spring but the sportswear giant has reportedly had to push back the launch, despite bold promises made as recently as February that it was set to “disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes”. Reports first raised by Bloomberg suggest that NikeSkims is wrestling with production delays as it prepares to debut the brand this year, on a now unspecified date, ahead of a global rollout planned for 2026. Despite the delays, Nike still expects to release NikeSkims products sometime in 2025, although it remains unclear exactly when the first NikeSkims range will be available for purchase, what items will be included in the inaugural line and if the public will get a sneak glimpse before the initial release. NikeSkims Revealed The February reveal of NikeSkims was bold and brash, lauded as a new chapter for both brands and touted as not just another celebrity-fronted range, but a deeper and more profound strategic recalibration. Both Nike and Skims have invested heavily on the partnership. Nike is counting on Kardashian to help reignite its women’s business, which has fallen behind expectations in recent years, and add cultural authenticity as…

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Filed under: News - @ June 19, 2025 11:24 am