Nike will launch a new women’s sports brand with Kim Kardashian’s Skims

Nike will launch a new women’s sportswear brand in the U.S. this spring in partnership with Skims, Kim Kardashian‘s fitted apparel company, as CEO Elliott Hill works to bolster its portfolio and better compete against emerging brands.

Product innovation and a return to its athletic roots have been Hill’s main goals for reviving Nike’s sales, which have lagged behind strong growth at Hoka and New Balance.

Nike’s first Super Bowl ad in over three decades, including great female athletes such as Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, and Sabrina Ionescu, demonstrated the company’s efforts to appeal to women, who accounted for approximately 40% of its customers in 2023.