The Rise of SKIMS: From Shapewear to NikeSKIMS

SKIMS, the shapewear and clothing brand co-founded by Kim Kardashian, has taken the fashion world by storm since it landed on the scene in 2019. With a focus on body positivity and inclusivity, SKIMS has rapidly grown into a multi-billion dollar enterprise. When it first launched, Kardashian there was major controversy surrounding the brand. Originally naming it "Kimono," the reality TV star turned business owner faced backlash regarding cultural appropriation. The brand was later rebranded as the now SKIMS, marking a pivotal moment in the company's journey, allowing it to align more closely with its mission of providing shapewear for all. Since its first collection release in 2020, SKIMS has been built into a shapewear empire that has expanded to performance wear, luxury collaborations and most recently, a new partnership with Nike for NikeSKIMS. As SKIMS continues to grow, Hypebeast is looking at the timeline of SKIMS' business growth in the past six years and why its Nike partnership is right for the current moment.

Valuation Milestones

In its first year alone, SKIMS sold more than three million products, showcasing the brand's appeal and demand. The combination of high-quality products and effective marketing strategies helped position SKIMS as a leader in the shapewear market. In 2023, Hypebeast dove into Kardashian's success with SKIMS and how social media had played a major role in its growth. Her modern influencer strategy continually propels the brand forward, becoming the blueprint for success. Kardashian's knack for creating buzzy social media campaigns and tapping into some of pop culture's most sought after talents plays a crucial role in making the label a household name.

By April 2021, SKIMS achieved a valuation of $1.6 billion USD, reflecting its growing influence. The brand continued to attract significant investments, leading to a valuation increase to $3.2 billion USD by January 2022. Fast forward to July 2023, and SKIMS reached an impressive $4 billion USD valuation following a $270 million USD funding round. This trajectory highlights the brand's strong market presence and investor confidence.

Strategic Collaborations

As SKIMS became more well-known for its shapewear properties, growing a fundamental and steady fan base, the brand was able to build on existing products and align itself with cultural moments that resonated broadly and around the world. SKIMS' collaborations are not merely marketing tactics that link the brand with celebrities who embody contemporary trends and values. SKIMS has positioned itself as more than just a shapewear brand, becoming a pop cultural phenomenon that influences fashion narratives across demographics.

Key collaborations SKIMS branch out to the athletic and high performance market with the Team USA in 2021. For the Summer Olympics, SKIMS became the official underwear sponsor, which later opened the door to future athletic partnerships including debuting SKIMS Performance, tapping athletes like Neymar Jr., Nick Bosa and Shai Gilgeous-Alexander for SKIMS Mens and even becoming the official underwear of the NBA, WNBA and USA Basketball all in 2023. The ability to tap into the athletic world gave way for SKIMS to later sign with Nike, proving itself ahead of time that it has the performance influence as well as shapewear.

SKIMS also positioned itself with high-end, exclusive collaborations. In 2021, SKIMS launched its Fendi collaboration, the first of its kind that struck the world of luxury fashion in an unexpected way. It opened the doors to SKIMS' future collaborations with Swarovski, Dolce & Gabbana and The North Face. While all the pieces still maintained SKIMS' key focus on comfort and inclusivity, these collaborations elevated the brand, placing it on par with other high-end and premium brands while also showcasing how diverse SKIMS products can be.

These strategic partnerships have allowed SKIMS to maintain relevance in an ever-evolving market while reinforcing its commitment to inclusivity and body positivity. As it continues to explore new collaborations, SKIMS is poised for further growth and innovation in the fashion industry.

Expanding Product Offerings

Two years after SKIMS was launched, Kardashian launched her swimwear line with the label. A year later, SKIMS announced SKIMS Mens with a new collection that includes underwear, t-shirts, socks, and tank tops. The diversification into menswear not only broadened the brand's customer base but also reinforces its commitment to inclusivity across different demographics. It also allowed the brand to tap into the menswear celebrities and athletes influencers to further build their brand community. In the same month of launching SKIMS Mens, it debuted the Ultimate Nipple Push-Up Bra, a product designed to enhance inclusivity and body positivity in the lingerie market. This innovative bra features a built-in raised nipple detail, providing a "perky, braless look" that aimed to cater to diverse body types and preferences. While some critics thought the bra to be tasteless, many in the LGBTQIA+ and breast cancer community applauded Kardashian for the product, further amplifying its message of inclusivity.

Towards the end of 2024, SKIMS hit another significant milestone, opening up its first physical flagship store in New York City. This venture followed successful pop-up shops in major cities over the years, indicating a strategy to enhance customer engagement through direct retail experiences.

Looking Ahead at Future Plans

SKIMS and Kim Kardashian kicked off the year with a major announcement, launching a new activewear brand with Nike called NikeSKIMS. Set to make its debut in Spring 2025, the collaboration is a testament to SKIMS' successful marketing tactics over the years, exemplifying how strategic marketing, product diversification and a commitment to inclusivity can lead to one of the biggest partnerships in the competitive fashion and performance wear landscape today. SKIMS has assumed a cultural position that is beyond shapewear. While the brand started out by playing a crucial role in reshaping perceptions around lingerie and self-acceptance, it has expanded into becoming a direct reflection of contemporary values of inclusivity and body positivity across genres.

Why the NikeSKIMS is Mutually Beneficial For Nike and SKIMS

Both Nike and SKIMS emphasize a commitment to innovation, inclusivity and empowering women through the partnership. Kim Kardashian highlighted that every detail is meticulously designed to sculpt and perform for every body. The NikeSKIMS line will include training apparel, footwear, and accessories designed for female athletes and is strategically beneficial for Nike in tapping into the female market and regaining market share in women's apparel. In recent months, Nike has been actively increasing its focus on female-centered ads during major sporting events. Currently, the Swoosh faces competition from brands like Lululemon, Alo and more in the womenswear performance sector. Nike's market capitalization has increased nearly $5 billion USD since the announcement.

As for SKIMS, the partnership could expedite a potential IPO or acquisition and provides a fast track to cultural relevance. Nike sees SKIMS as a long-term, strategic partner and will likely use insights from SKIMS to inform its approach to design and marketing for its broader women's business. The concept for NikeSKIMS originated from SKIMS proposing a shared product line within Nike's portfolio. Retail experts believe that SKIMS has the ability to revive Nike's "cool factor" while Nike can back up SKIMS with its product innovation.

NikeSKIMS drops Spring 2025.

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