More is more with the launch of the NikeSkims brand as it readies for its Friday launch.
The new brand, a collaboration between Nike and Kim Kardashian’s Skims brand, is launching with seven collections totaling nearly 60 pieces. It’s boosted by an ad campaign that includes a film and over 50 athletes. Serena Williams, Madisen Skinner, Sha’Carri Richardson, Chloe Kim, Nelly Korda, Beatriz Hatz, Romane Dicko and Jordan Chiles are among the athletes featured in the campaign, in addition to Kardashian.
The two companies first announced the new brand in February. Production delays then pushed back the launch date for the label, which is aimed at boosting Nike’s women’s business and propelling Skims beyond shapewear.
The two are looking to make a splash in an activewear market that is growing, dominated by a number of well capitalized players. Alo Yoga has carved a market position for itself as a celebrity-backed, upscale label. Meanwhile, Vuori, which got its start in surf retail accounts, has focused on everyday comfort and most recently raised $825 million in a round valuing the business at $5.5 billion. There’s also Lululemon and, if Gap Inc. gets it right, its Athleta brand could also see a turnaround and reclaim its position as a performance line.
Kardashian said in a statement on the release the companies’ goal is to “redefine women’s activewear.”
From the lookbook for the NikeSkims collections. PHOTO COURTESY NIKESKIMS. From the NikeSkims lookbook for the launch collections. PHOTO COURTESY NIKESKIMS. Kim Kardashian in the NikeSkims launch campaign. PHOTO COURTESY NIKESKIMS. Serena Williams for NikeSkims. PHOTO COURTESY NIKESKIMS. Chloe Kim in the NikeSkims ad campaign. PHOTO COURTESY NIKESKIMS.
NikeSkims Details
At the core of the brand, are the Matte, Shine and Airy collections, with each season bringing new releases under those banners.
Four additional collections will be released as seasonal offerings.
The 21-piece Matte collection launches with compression features and Nike Dri-Fit moisture-wicking material.
Meanwhile, the Shine collection is made for strength training, while Airy is described as being for “low-impact activity and effortless styling.”
NikeSkims will launch Sept. 26 through the Nike and Skims online stores, in addition to some Nike and Skims physical stores in Los Angeles and New York City.
Nike Women’s Aspirations
For Nike, there’s plenty at stake.
Women’s has been a segment the Beaverton, Ore.-based sportswear firm has long chased, whether through performance-based launches or more fashionable collections.
In the fiscal year ended May 31, Nike brand women’s revenue totaled $9.7 billion. That was down about 5 percent, excluding the impact of exchange rates, from the previous fiscal year. It’s also a fraction of the $44.7 billion in total revenue the overall Nike brand generated, which also includes Jordan Brand sales.
Men’s remains the lion’s share revenue generator with $23.2 billion reported for the recently ended fiscal year.
Last year saw Nike Inc. bring back Elliott Hill as president and CEO, succeeding John Donahoe as the company looked to restore growth to the business.
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