Nike teams up with Kim Kardashian's Skims to launch women's fitness brand

Core Insights - Nike is launching a new women's activewear brand called NikeSKIMS in partnership with Kim Kardashian's Skims, aiming to enhance its portfolio and compete with emerging brands [1][3] - The initiative is part of CEO Elliott Hill's strategy to revive sales, which have been lagging behind competitors like Hoka and New Balance [1] - The new brand will include training apparel, footwear, and accessories for women, with the first collection set to launch in spring 2024 [3][5] Market Positioning - Women accounted for approximately 40% of Nike's customer base in 2023, highlighting the importance of targeting this demographic [2] - Nike's recent Super Bowl ad, featuring prominent female athletes, underscores its commitment to appealing to women [2] Brand Expansion - The NikeSKIMS brand is expected to launch globally in 2026, with plans to expand into more retail locations and the wholesale segment [4] - NikeSKIMS will be positioned alongside other brands under Nike, such as Converse, Jordan, ACG, and Nike SB [5] Financial Impact - Following the announcement of the new brand, Nike's shares increased by over 3% [5]