Nike and Skims debut athleisure line with a star-studded campaign

Nike is launching its highly anticipated athleisure line with Skims, the sports fashion brand founded by Kim Kardashian, on 26 September. 

The collaboration, ‘NikeSkims’, is part of the apparel giant’s strategy to win over a larger female consumer base and take back market share from brands like Lululemon, Alo Yoga, and Fabletics, as it targets to gain more ground in the growing athleisure segment. 

To mark the launch, Nike recently debuted a 45-second spot titled ‘Bodies at Work’, a campaign featuring over 50 athletes, including former tennis superstar Serena Williams, Olympians Sha’Carri Richardson and Jordan Chiles, and snowboarder Chloe Kim, in addition to Kardashian herself. The film, directed by Janicza Bravo, showcases a montage of these stars performing exercises while wearing the signature neutral-toned apparel.

The apparel launch comprises some 40 new pieces meant to be worn casually, as well as to the gym. Designed under three core collections—Matte, Shine, and Airy—the collaboration also includes styles that feature Nike’s Dri-Fit technology, a vintage line, and several knit and layering pieces that are part of seasonal collections.  

“NikeSkims is a bold evolution in how women experience sport and style—and together with SKIMS, we’re delivering what no other brand can,” said Amy Montagne, president at Nike. “It’s part of Nike’s broader commitment to her: uncompromising product innovation that moves and celebrates women." 

Kardashian added: “Our mission is clear: to redefine women’s activewear without compromise. This collection brings together cutting-edge performance with bold, style-forward design, empowering athletes—from elite competitors to everyday gym enthusiasts—to move effortlessly and conquer their goals with confidence.” 

While Nike still leads in the global athleisure market, the brand faces strong competition from newer sports lifestyle labels that cater mostly to women. This collaboration is meant to leverage aesthetic appeal and star power to appeal to a broader consumer base through blending fashion and functionality. Since launching in 2018, Skims has become a major player in athleisure and is now estimated to be worth $4 billion.

Nike and Skims first announced the collaboration in February but pushed back on the launch following internal production delays. The first global rollout will be available from September 26.