Nike is joining up on a new brand with Kim Kardashian in a bet her star power can have the same impact Michael Jordan did 40 years ago, but for women

More than 40 years ago, Michael Jordan helped Nike become the name in basketball sneakers. Today it’s betting that Kim Kardashian can help it do the same for women’s activewear.

Nike is in a slump. Sales are down, its stock has lost more than a quarter of its value over the past year and its new CEO needs some help turning around the aging athletic company. Enter Kim Kardashian.

SKIMS and Nike joined forces to "disrupt the industry" and create top-notch, new activewear that works for athletes of all levels.

Tuesday’s announcement of the new brand created in partnership by sports giant Nike and lifestyle company Skims generated $6.1 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print,

Kim Kardashian is taking her shapewear brand into the big leagues. The reality star announced on Tuesday that she’s partnering with Nike to launch an all-new brand: NikeSkims.

The fashion mogul and reality TV star is set to launch a fitness-minded crossover brand that'll debut its first collection in Spring 2025

Nike on Tuesday announced a new brand in partnership with the influencer Kim Kardashian’s Skims, giving the company’s stock one of its first pops under new CEO Elliott Hill. Nike and Skims will produce a line for women called NikeSkims. It will include training apparel, footwear and accessories.

Nike will launch a new women's activewear brand in the U.S. this spring in partnership with Kim Kardashian-owned shapewear label Skims, as CEO Elliott Hill works to broaden its offerings to better compete with upstart brands.