Skims by Kim Kardashian Collaborates with NBA and WNBA, Introducing Men's Collection
Skims, the fashion brand developed by Kim Kardashian, joins forces with the NBA and WNBA, bridging pop culture, entertainment, and sports to create an irresistible crossover for marketers and consumers alike
Article Brief:
Kim Kardashian’s Skims clothing brand announced a multiyear deal as the official underwear partner of the NBA, WNBA and USA Basketball, per a press release.
The partnership will be promoted at major events and with on-court virtual signs during NBA and WNBA national broadcasts, as well as on the leagues' social and digital platforms. This agreement comes after the release of Skims' initial men's collection, which is backed by a new campaign called "Every Body is Wearing Skims" featuring renowned athletes Shai Gilgeous-Alexander, Nick Bosa, and Neymar Jr.
Article Insight:
Following Skims' recent expansion into the realm of men's fashion, the underwear and shapewear brand has now embarked on its initial collaboration with a professional sports league. This groundbreaking partnership between Skims and the NBA has been applauded by both companies, as it represents the fusion of pop culture, entertainment, fashion, and sports—a convergence that marketers are increasingly eager to tap into.
"NBA Commissioner Adam Silver expressed that Skims has rapidly become one of the most influential brands in our culture. The partnership between NBA and Skims will provide NBA fans and Skims users with exclusive experiences, new offerings, and high-quality products. This multiyear agreement guarantees Skims a presence at various events, including the NBA All-Star game, NBA In-Season Tournament, WNBA All-Star, and the USA Basketball Domestic Exhibition Tour. Skims will have on-court virtual signage during national broadcasts, as well as additional social and digital elements. While Skims will be responsible for the creative aspect of marketing to support this partnership, the brand, co-founded by Jens Grede, is also in talks with third-party agencies for potential collaboration, as reported by Ad Age."
The decision of Skims to venture into men's fashion was influenced by the significant number of men who already use Skims' products, which accounts for more than 10% of its current customer base. This expansion presents an opportunity for Skims to tap into the lucrative $111 billion U.S. men's apparel market. To promote the launch of Skims Men, a captivating "Every Body is Wearing Skims" campaign was developed, featuring renowned stars from the realms of basketball, football, and soccer.
"The brand's foray into menswear marks a significant achievement and showcases Skims' dedication to offering inclusive solutions," stated Kardashian, the brand's creative director, in a prior declaration. Skims, established in 2019, attained a $4 billion valuation in July through a Series C funding round that raised $270 million. Anticipating a boost from approximately $500 million in the previous year, the company aims to achieve net sales of $750 million by 2023.
