Nike is collaborating with Kim Kardashian to launch 'NikeSkims,' a new line that combines Nike's branding with Kardashian's successful Skims shapewear. This partnership aims to revitalize Nike's appeal to female athletes and address the rising competition, specifically from brands like Lululemon, which have attracted women consumers. The collaboration is a strategic move to shift their current gender demographic from 60% men and 40% women, capitalizing on the higher women’s apparel spending. Following the announcement, Nike’s stock saw an uptick of nearly 3%, indicating positive market reception.
Nike’s partnership with Kim Kardashian to launch 'NikeSkims' aims to reach women athletes, targeting a demographic previously underserved by the brand.
The collaboration signals Nike's strategy to reclaim market share among women consumers, a segment significantly captured by competitors like Lululemon.
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