Kim Kardashian Collaboration Designs Sports Clothes With A Style Touch

JAKARTA - Sports market manufacturer Nike officially announced a strategic collaboration with Kim Kardashian through the latest sportswear line, NikeSkims. This collaboration combines Nike forces in the sportwear world with a touch of Kim Kardashian's signature skims mode, presenting an innovative collection that combines functions and styles.

According to a report from Bloomberg quoted by Fashion Network on Wednesday (19/2), the collaboration was designed as a long-term partnership, similar to the iconic collaboration of Nike and Michael Jordan through Air Jordan.

Nike CEO Elliott Hill revealed that this collaboration is a strategic step to expand brand reach, especially in attracting consumers who have previously turned and strengthened connections with a wider market segment.

NikeSkims' first collection is scheduled to be released in the United States in the near future, with plans to expand into the global market next year. The series of products to be offered include sports, shoes, and accessories designed to support performance in various activities such as running and yoga, while remaining stylish outside the sports arena.

Carrying DNA Skims known for its bodycon style and neutral color palette, this collaboration is expected to produce multifunctional fashion items that can be worn inside and outside the gym. Skims flagship products such as Soft Lounge Long Slip Dress and Seamless Sculpt Bodysuit are design inspirations in this collection.

According to Skims' commitment to inclusiveness, NikeSkims will come with a wide range of sizes, ensuring convenience and accessibility for all body types. This collection will be available on various distribution channels, including Nike stores, boutique Skims, as well as the official online platform of both brands.

In addition to expanding the choice of sports fashion, this collaboration is also Nike's strategy to attract more female consumers, which so far has not been completely maximized. Until now, Nike's income from the women's category is still stagnant at 8.6 billion US dollars.

The value of Skims Body Inc. which reached USD 4 billion in funding in 2023 is a strong reason behind this collaboration. Elliott Hill believes partnerships with Kim Kardashian can open up new opportunities in combining the world of sports and fashion, especially for female consumers.

As part of this approach, Nike has also collaborated with basketball athlete Caitlin Clark on a $28 million contract for eight years. In fact, in early 2025, Nike returned to Super Bowl for the first time in nearly three decades through a campaign featuring female athletes, including Clark.

With NikeSkims, Nike hopes to strengthen its position in the women's sports fashion market as well as expand its appeal in the realm of global fashion.