Nike joins forces with Skims to launch a new brand


Shapewear mannequins in a pop-up store in a flagship store in Nordstrom, New York, USA, on Sunday, June 9, 2024.

Bing Guan Bloomberg Getty images

Nike joined forces with Kim Kardashian's Mandimates Skims To launch a new active clothing line, because the older giant sneakers wants to get more women and better compete Mule
Lulhemon
Alo yoga and Vuori, companies announced on Tuesday.

The new brand, named Nikeks, will include clothing, footwear and accessories. He debuts his initial collection this spring, with a global implementation planned for 2026. It is not clear how exactly the products will look or what elements will be included in the initial collection. The only picture contained In the announcement of Nike He was the graphics of the new brand logo.

Nike partnership with Skims, Buzzy Shapewear Brand created by Kardashian and Swedish entrepreneur Jens Grede, The CEO BrandIt appears when Nike tries to undo the market share, which has lost in relation to competitors and introduce more women to the brand.

A new line of active clothing with the name SKIEKS DA Nike and types of buyers who buy active clothing from Lululemon and newer competitors, such as ALO Yoga and Vuori, which more satisfy women than Nike today.

Nike said earlier that about 40% of their clients are women, but most clothing brands prefer to have more consumers than men, because they tend to buy more and spend more on clothes. In addition, this gender difference allowed Nike competitors to obtain a bridgehead in the sportswear industry, which can be the possibility of developing for the Sneaker giant. In the 2024 tax year, clothing accounted for only about 28% of revenues from the Nike brand.

Nike debuted a new advertising campaign addressed to athletes During the Super BowlHis first big advertisement of the game for decades. The campaign, entitled “SO WiN”, emphasizes athletes such as Gymmen Jordan Chiles and Women's National Basketball Association, Caitlin Clark and Sabrina Ionescu stars. A place affected by the challenges faced by women in sport and called them to win, even though they were told what they could not do and who they should not be.

The campaign explained that reaching athletes and capturing the noise surrounding women's sports will be the focal point of the Nike strategy under it New Elliott Hill CEO. SKIEKS Partnership will not only allow Nike to compete for women, but also bring a new product line when the company has been accused Staying in the back of innovation And excluding the same older styles that are no longer exciting for consumers.

For skimas, what was Recently worth $ 4 billionNike partnership and access to production and development opportunities provides the development of a brand, which is popular, but still relatively small compared to competitors. Other intimates brands such as Victoria's SecretI tried and not to branch out of active clothing, so Skims can be able to prove the winner in the space with Nike alongside.

In addition, it bodes well for the initial public offer, which is considering Skims. If Skims can show that he has more development opportunities and a strategic partner, such as Nike, public debut will be easier for investors who are careful to consumer companies tariff fearsDurable inflation and withdrawal of discretionary expenses.

Grede said earlier that the seller deserves a public company, but Said WWD In December he has not yet decided to do IPO.

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