Can Nike’s SKIMS Collaboration Reverse Its Women’s Segment Slump?

All eyes are on Nike this Friday as the sportswear titan launches its highly anticipated Nike x SKIMS collection, a strategic partnership with Kim Kardashian’s multi-billion dollar shapewear brand. This launch represents a pivotal test for Nike’s strategy to revitalize its women’s business, which reported a 6% decline in the previous fiscal year.

The collection, initially scheduled for a spring release, features 58 distinct designs across seven product lines. These pieces can be mixed and matched to create over 10,000 different looks. The core concept merges Nike’s performance-driven technologies, such as Dri-FIT, with SKIMS’ signature solution-oriented and form-fitting designs.

This move is a central part of CEO Elliott Hill’s plan to reclaim market share in... Read more...