Nike launches a new fitness brand in partnership with Kim Kardashian’s Skims

Nike Inc. and Kim Kardashian’s underwear brand, Skims, have joined forces to create a new fitness brand aimed at women.

In a statement, Nike and Skims announced that they are collaborating on an “extensive line” of clothing, footwear, and accessories under the NikeSkims brand. The new partners claim to have a long-term vision for sportswear tailored to the female body.

“This collaboration is the culmination of that shared vision, offering meticulously designed products to sculpt and perform on all body types,” said Kardashian, co-founder of Skims. The first NikeSkims collection will launch in the spring, according to Kardashian. Executives plan to expand the brand globally by 2026.

Nike has placed a renewed focus on female athletes as part of its recovery efforts under the leadership of its new CEO, Elliott Hill. Earlier this month, it aired an advert during the Super Bowl for the first time in decades, highlighting top female sports stars such as WNBA’s Caitlin Clark, sprinter Sha’Carri Richardson, and gymnast Jordan Chiles.

Nike shares rose as much as 2.2% in pre-market trading on Tuesday in New York. The stock has declined by 3.5% so far this year, as of Friday’s close.