After just a few manufacturing setbacks, NikeSkims is launching on Sept. 26, with assist from 50 girls athletes, together with Serena Williams, Jordan Chiles, Romane Dicko, Sha’Carri Richardson, and Madisen Skinner.
The sports activities stars take heart stage, alongside Skims co-founder and chief artistic officer Kim Kardashian, within the first marketing campaign for the brand new activewear model, which facilities across the design and efficiency of the merchandise.
The debut vary spans 58 silhouettes, together with bras, leggings, and equipment, giving girls greater than 10,000 totally different mixtures to select from. The primary launch introduces three core collections (Matte, Shine, and Ethereal), in addition to 4 new seasonal collections.
The hero movie showcasing these merchandise, “Our bodies at Work,” directed by Janicza Bravo (Zola, 2020), options Williams and different athletic icons figuring out in Skims.
Although Nike has partnered with many manufacturers for restricted sneaker runs (see: latest launches from Corteiz and Comme des Garçons), NikeSkims marks the primary time the sportswear large has launched a wholly new model with an outdoor firm.
The vary is launching with seven totally different collections | NikeSkims
Nike CEO Elliot Hill, within the midst of steering the corporate’s turnaround, can be hoping a few of Skims’ $3.2 billion cultural clout will rub off on the sports activities large.
When the partnership was introduced within the spring, it pushed Nike’s refill 6%. On the time, Christena Garduno, CEO of efficiency company Media Tradition, instructed ADWEEK Kardashian’s innovation–as seen in merchandise like butt-enhancing shapewear or Skims’ North Face ski put on collaboration–might give Nike a glow.
“As Nike works to re-establish itself as an innovator out there, this partnership is a great, forward-thinking transfer that may undoubtedly seize consideration and produce new power to Nike’s campaigns,” she added.
Model founder Kardashian additionally stars within the marketing campaign | NikeSkims
The gathering can be out there on the Nike and Skims web sites and at each manufacturers’ flagship areas in New York Metropolis and Los Angeles.
Nike’s ‘sports activities offense’
NikeSkims’ athlete-powered push arrives as Nike goes on a “sports activities offense” in its advertising to show round years of sluggish gross sales.
Accompanying marketing campaign pictures got here from Luis Alberto Rodriguez and Rob Woodcox | Skims
In September, the Portland-headquartered model reworked its well-known “Simply Do It” tagline in “Why Do It?,” a marketing campaign geared in the direction of Gen Z, which showcased athletes from sports activities spanning basketball, soccer, baseball, soccer, tennis, diving, and racing.
