Nike Looking To Rebound Sales Turns To Kim Kardashian

After a tough 2024, and with Nike shares dropping 60% from a 2021.  Nike is working with Kim Kardashian on a new brand of athletic wear. The new brand, NikeSkims, combines Nike’s “advanced innovation, sport science” and knowledge with Skims’ “obsession for the female form” and inclusive solutions, the companies said in a press release. The companies plan to launch a line of training apparel, footwear, and accessories through the brand, accessible to all women. The first collection is expected to debut in the U.S. at some brick-and-mortar locations and on Nike’s website in the spring. A global expansion is planned for next year. “Nike and SKIMS share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women,” Kardashian said in a statement. “This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body.” Nike shares rose by more than 3% in trading on Tuesday morning, reversing a year-to-date decline for the stock. Over the last 12 months, shares have fallen by almost 27%. Nike has made it clear that it wants to drive growth in its women’s apparel division. The company recorded more than $8.5 billion in revenue generated from female apparel in its fiscal year 2024, less than half the $20.8 billion it made off of male apparel. The company bought its first Super Bowl ad in 27 years this month, broadcasting the 60-second “So Win” commercial geared toward encouraging female athletes. During a recent earnings call, Nike CEO Elliot Hall said the company is running a “gender offense” by launching a women’s basketball program.

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Source: QZ