New NikeSKIMS Activewear Line Set to Launch This Week
Nike’s highly anticipated activewear line with Kim Kardashian’s intimates brand SKIMS is set to launch this week after it was pushed back due to production delays, the companies announced Monday, reports CNBC. The partnership, dubbed NikeSKIMS, is a key part of the sneaker company’s strategy to win over more female shoppers and take back market share from brands like lululemon, Vuori, and Alo Yoga, which cater more closely to women.
The new line will launch on Friday with three core collections — Matte, Shine and Airy — that will be updated seasonally. It will include around 40 new styles and pieces that can be worn in and outside of the gym. Beyond the core apparel line, NikeSKIMS will also debut a handful of seasonal collections, including a vintage line and layering pieces that can be used to create an activewear look. The collection will be available Sept. 26 on Nike and SKIMS’ websites and at select retail locations, including flagship stores from both brands in New York City and Los Angeles.
Total Retail's Take: Nike ands SKIMS originally announced the partnership in February with a plan to launch an initial collection in the spring and roll out globally in 2026. The launch date was pushed back in June due to internal production delays that weren’t related to a supplier or shipping issue.
Nike CEO Elliott Hill, who took over as top executive in October 2024, is working to bring sports and athletes back into the center of the brand's strategy. The partnership with SKIMS helps Nike reach athletes but also has a lifestyle bent, which expands its total addressable market. In turn, SKIMS, which was last valued at $4 billion, will get access to Nike’s manufacturing and development capabilities and gains the opportunity for more growth. While buzzy and well known because of its connection to Kardashian, SKIMS is still relatively small compared to competitors, notes CNBC.
“NikeSKIMS is a bold evolution in how women experience sport and style — and together with SKIMS, we’re delivering what no other brand can,” says Amy Montagne, president, Nike in a press release. “It’s part of Nike’s broader commitment to her: uncompromising product innovation that moves and celebrates women."
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Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.
