Nike (NKE.US) announced that its athletic wear series developed in collaboration with Kim Kardashian's shapewear brand Skims is confirmed to launch this week, after being delayed due to production setbacks. This collaboration project, named "NikeSKIMS," represents a key initiative in the athletic footwear company's strategy to win more female consumers, aiming to reclaim market share from brands more attuned to women's needs, such as Lululemon (LULU.US), Vuori, and Alo Yoga.

The new collection will launch on Friday, featuring three core lines—matte, shine, and lightweight. These series will be updated seasonally. The collection will introduce approximately 40 new styles and pieces suitable for both gym workouts and outdoor activities. Beyond the core apparel series, NikeSKIMS will also launch a range of seasonal products—including retro collections and layerable pieces that can be used to create athletic-inspired looks.

After the two companies announced their partnership in February, they originally planned to launch the first collection in spring, with global promotional plans scheduled for 2026. However, due to internal production delays (not caused by supplier or shipping issues), they postponed this plan in early June.

NikeSKIMS is promoting this new collection series alongside numerous top female athletes, including former tennis player Serena Williams, track and field Olympic athlete Sha'Carri Richardson, gymnast Jordan Chiles, and skier Chloe Kim.

This launch will help Nike advance toward multiple goals set under the leadership of new CEO Elliott Hill. The collection's dual perspective—focusing on both performance and lifestyle—will enable Nike to attract female athletes as well as regular consumers who purchase athletic wear from competitors.

The new styles incorporate Nike's moisture-wicking technology, making them suitable for high-intensity sports, while also featuring knitted styles and layerable options that can integrate into everyday wear.

Under former CEO John Donahoe's leadership, Nike focused its business on its "Lifestyle" segment—footwear and apparel not specifically designed for sports—which helped its annual sales surpass $50 billion. However, this excessive focus on "lifestyle" led some of Nike's core athlete customers to shop at other brands, as they felt Nike was neglecting innovation.

Hill, who assumed Nike's CEO position in October, is working to place sports and athletes back at the center of Nike's strategy. The collaboration with Skims helps the company reach athlete groups while also having lifestyle characteristics, thereby expanding its potential market reach.

In turn, Skims, which once reached a valuation of $4 billion, will be able to leverage Nike's manufacturing and research and development capabilities and gain greater growth opportunities. Despite being highly visible and well-known due to its association with the Kardashian family, the brand remains relatively small compared to competitors.

Skims CEO Jens Grede stated in a press release: "NikeSKIMS is more than just a collaboration—it's a completely new brand that is redefining the athletic wear space. Through this launch, we are building a platform to drive NikeSKIMS forward, reach global consumers, and set new standards for athletic wear experiences across retail, digital, and cultural touchpoints."

Nike President Amy Montag stated that this collaboration is part of Nike's "broader commitment" to women.