The video promoting the launch of NikeSkims bears all the hallmarks of a Nike ad: more than 50 globally-recognised women athletes, including Serena Williams, Sha’Carri Richardson and Jordan Chiles, stretch, lift and flex — Williams powering through alternating waves on battle ropes.
They’re joined by actress and Skims’ co-founder Kim Kardashian, shown jumping rope. Together, they’re cast under the same banner: athletes.
“Put my body on a pedestal,” Kardashian declares in the opening sequence.
It’s a carefully crafted message. A central aim of the arguably unusual Nike—Skims pairing is to expand the definition of who counts as an athlete — combining Nike’s innovation and legacy of working with the world’s most decorated competitors with Skims’ emphasis on body positivity and sculpting. If it works, NikeSkims could very well become the next billion-dollar activewear brand.
The partnership was announced in February, with the first line slated for spring, but the release was reportedly delayed by production setbacks.
Products launch Sept. 26 on Nike and Skims’ websites and at select stores, including both brands’ flagships in New York and Los Angeles.
The debut features 58 pieces — from sports bras and leggings to bodysuits and tops — in Skims’ muted tones of brown, burgundy and chrome-like black. Grouped into seven lines (three core and four seasonal), the collection forms what the brand calls a “system of dress,” with more than 10,000 possible outfit combinations. Items run from XXS to 4X and retail for $38 to $148.
NikeSkims marks Nike’s first new sub-brand since launching Michael Jordan’s namesake label roughly four decades ago — underscoring the scale of the bet. Despite still outpacing its nearest competitor by billions, Nike has stumbled in recent years and is battling its toughest sales slump in over a decade. Fourth-quarter sales fell 12 percent to $11.10 billion in June, though that beat estimates of a 14.9 percent drop to $10.72 billion.
In an interview, Kardashian said NikeSkims is positioned as a distinct offering — marrying Skims’ focus on shaping and curves with Nike’s innovation and performance — while aiming to deepen both brands’ ties to youth culture.
“Every single detail has really been obsessed over,” she toldThe Business of Fashion. “It’s been carefully considered— every line, every curve, every material.”
Nike has long pushed the mantra “if you have a body you’re an athlete.” The debut of NikeSkims signals a new iteration of that ethos — aimed at meeting modern expectations of women as the company works to reconnect with female consumers — a key part of its turnaround.
“This is about disrupting the fitness industry,” Nike president Amy Montagne said. “This is a partnership, and it’s part of a larger vision that we have together.”
Footwear and accessories are in the pipeline, with global expansion planned for 2026.