What you need to know about NikeSkims, Kim Kardashian and Nike’s female activewear partnership

Step aside, Lululemon. Nike is making a major play for the female activewear market – currently dominated by labels like Vuori and Alo Yoga – by introducing a partnership with Kim Kardashian’s much-hyped shapewear label Skims. The two brands have teamed up to unveil NikeSkims, a new product line combining Nike’s unmatched knack for innovation and performance with Skims’ affinity for shape and style. And it launches today, on September 26.

Skims has a long history of getting athletes to represent their brand. Just last year, they brought football’s golden boy Jude Bellingham on board as a brand ambassador. They’ve also been expanding their presence in the activewear space through collaborations with the United States Olympic team, as well as the NBA and WNBA.

Meanwhile, Nike – which also has a history of working with big-name athletes – has been redirecting its focus towards growing its women’s business under the leadership of CEO Elliott Hill. NikeSkims – originally slated for a spring launch that was postponed due to internal delays – could mark a watershed moment for both companies.

NikeSkims was introduced to the world through an empowering short film called Bodies at Work, showcasing women athletes in all their powerful glory. The video features a star-studded line-up of female strength, from Olympic gold medallists like gymnast Jordan Chiles and snowboarder Chloe Kim to tennis legend Serena Williams and track star Sha’Carri Richardson. Skims co-founder and chief creative officer Kim Kardashian also appeared.

On September 24, just ahead of the line’s launch, the reality star stepped out in New York City for a Bodies at Work presentation at the New York Public Library. On hand to support her latest endeavour were her mum Kris Jenner and sister Khloé Kardashian. The trio later hit up a Bodies at Work launch party, with Kim and Khloé sporting NikeSkims. Martha Stewart, Teyana Taylor and Travis Scott were also in attendance.