collaborations with Nike
SKIMS: The Shapewear Empire Taking Over the Fashion World
Since its debut in 2019, SKIMS, the brainchild of Kim Kardashian, has been making waves in the fashion industry. With a focus on body positivity and inclusivity, the brand has quickly become a multi-billion dollar enterprise.
But it hasn’t been an easy journey for SKIMS. When it first launched, there was major controversy surrounding the brand’s original name, “Kimono.” Critics accused Kardashian of cultural appropriation, forcing her to rebrand as SKIMS and align more closely with the brand’s mission of providing shapewear for all.
Since then, SKIMS has expanded beyond just shapewear, venturing into performance wear, luxury collaborations, and most recently, a partnership with Nike for NikeSKIMS. As the brand continues to grow, Hypebeast takes a look at its timeline of success and why the Nike partnership is a perfect fit for the current moment.
Valuation Milestones
In its first year, SKIMS sold over three million products, solidifying its appeal and demand. The brand’s combination of high-quality products and effective marketing strategies has positioned it as a leader in the shapewear market.
In 2023, Hypebeast delved into Kardashian’s success with SKIMS and how social media played a major role in its growth. Her modern influencer strategy has propelled the brand forward, becoming a blueprint for success. By April 2021, SKIMS achieved a valuation of $1.6 billion USD, reflecting its growing influence. And by January 2022, that valuation had doubled to $3.2 billion USD.
Fast forward to July 2023, and SKIMS reached an impressive $4 billion USD valuation following a $270 million USD funding round. This trajectory highlights the brand’s strong market presence and investor confidence.
Strategic Collaborations
As SKIMS gained a loyal fan base and established itself as a leader in the shapewear market, the brand was able to expand its reach and align itself with cultural moments that resonated globally.
SKIMS’ collaborations go beyond just marketing tactics. By partnering with celebrities who embody contemporary trends and values, the brand has become a pop cultural phenomenon that influences fashion narratives across demographics.
One of SKIMS’ key collaborations was with Team USA for the 2021 Summer Olympics. As the official underwear sponsor, this partnership opened the door for future collaborations with Nike, further solidifying SKIMS’ presence in the athletic and high-performance market.
