NIKE strengthens women’s strategy with Skims
In an effort to strengthen its position against new competitors, Nike announced the launch of NikeSKIMS, a women's line of sports footwear, apparel, and accessories developed in collaboration with Kim Kardashian’s Skims brand.
The collection will debut this spring at select retail locations and on Nike’s U.S. website, with plans to expand distribution in 2026, according to Reuters.
This initiative is part of a broader strategy led by CEO Elliott Hill, aiming to reconnect with consumers through new offerings focused on the women's segment, as the company still heavily relies on its men’s category.
Nike also stated that revenue is expected to fall more than anticipated in the fourth quarter, despite good results in the previous quarter, driven by models like the Vomero 18 and Pegasus Pro.