The Nike share $NKE (-0,48 %) is stabilizing and is up slightly today.
Possible reason: Nike $NKE (-0,48 %) and Kim Kardashian's Skims are teaming up to create NikeSkims on the market - a new active wear brandthat combines Nike's sports innovations with Skims' signature body-sculpting designs. The brand will launch this spring in the USA and will be launched worldwide from 2026 expand globally from 2026. NikeSkims will offer performance-oriented apparel, footwear and accessories for women of all sizes, with the goal of redefining active wear with function and style.
Lululemon $LULU , Alo and Vuori are already excited.
Possible advantages for Nike:
- Stronger positioning in the women's market, where Nike wants to grow more (Kim Kardashian has >350m Instagram followers)
- Access to a new, fashion-conscious audience
- Possible sales boost and PR effect
Possible disadvantages for Nike:
- Long-term impact questionable if Nike does not work on its core strategy at the same time; could come across as an act of desperation to force turnaround
- Possible dilution of Nike's performance identity in favor of lifestyle and pop culture; people used to follow Michael Jordan and Tiger Woods, now they follow Kim Kardashian? older, loyal customers might find this off-putting
What do you think of the deal?
