Sep. 26 at 5:03 PM
Nike launched its long-awaited collaboration with Kim Kardashian’s Skims brand, debuting seven collections of women’s activewear and underwear online and in select retail locations. The NikeSKIMS partnership is part of CEO Elliott Hill’s “Win Now” turnaround strategy, aiming to reinvigorate sales and re-engage female consumers, though analysts caution the initial financial impact may be modest. The launch is supported by a major marketing campaign, including a branded film and appearances by over 50 Nike athletes.
Nike has also expanded partnerships with Urban Outfitters and Amazon, and opened women-focused retail locations to regain market share in the women’s sportswear segment, where competitors like Lululemon have gained ground. Wall Street expects fiscal Q1 sales of
$11 billion, down 5.5% from last year, highlighting the company’s ongoing challenges despite the new collaboration.
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