La collab qui va sauvé Nike?

Nike X Skims & The Massive Power of a Personal Brand: A Game-Changer or a Surrender?

Kim Kardashian and Nike. An unexpected partnership? For some, it’s a marketing masterstroke. For others, it’s a head-scratcher. But no matter where you stand, this move signals something much bigger than just another sportswear collab.

It’s a seismic shift in the sports marketing landscape. A turning point.

There are two major takeaways here:

Surrender to Succeed: Nike, the giant of sports performance, is waving the white flag in women’s athleisure.
Personal Brands Are Overtaking Consumer Brands: In 2024, a personal brand is more powerful than ever—and Nike knows it.

But before we break this down, let’s acknowledge the elephant in the room: Are we just poking the Kanye bear?

The (kan)Ye Factor

If this collab was meant to get a reaction from Kanye West, mission accomplished.

Let’s rewind: Kanye was once Nike’s golden boy. That ended in disaster. He took his ideas to Adidas, built Yeezy into a billion-dollar brand, and then burned it all to the ground with controversy.

So when Nike announces a deal with Kim Kardashian—the ex-wife of their former star partner—you already know this is more than just business. Kanye wasted no time jumping on Instagram with his usual mix of sarcasm and self-importance. And he wasn’t alone. Former Nike athlete Allyson Felix’s brand, Saysh, dropped a subtle heart emoji in support of Kim’s move. The sportswear wars just got personal.

But there’s more to this than drama. Let’s talk strategy.

Nike’s Women’s Problem: If You Can’t Beat ‘Em, Join ‘Em

Collaborations only work when both sides get something. So, what do Nike and Skims each gain?

To answer that, let’s look at the sports & athleisure growth chart.

It’s simple: brands that started in performance (Nike, Adidas) eventually want a piece of the women’s athleisure pie. And brands that started in women’s athleisure (Skims, Lululemon) want a piece of performance and men’s sportswear.

Kim already made her play for men’s sports when Skims became the official underwear sponsor of the NBA—beforepartnering with the WNBA. That wasn’t by accident. She already owned the women’s market. Now she’s coming for the other half.

Nike, on the other hand, has struggled to dominate women’s athleisure. Sure, they’re making strides in women’s sports, but here’s the problem: most women stop playing sports by age 15. And when they do, their fitness needs shift to yoga, Pilates, running, and everyday movement.

Nike has always been chasing Lululemon, Outdoor Voices, and Alo in this space. And after years of trying to do it themselves, they’ve finally made a decision: stop fighting and start partnering.

This is a big deal. Nike has always had a competitive streak, an almost stubborn unwillingness to admit when another brand does something better. But this? This is Nike saying, “Fine. You win. Now, help us.”

The Problem with Skims: Empowerment or the Male Gaze?

Here’s where things get messy.

Skims is built by women. Kim and Emma Grede are the masterminds. But the brand itself? It plays heavily into the male gaze.

A quick scroll through Skims’ campaigns tells you all you need to know: hyper-sexualized imagery, barely-there silhouettes, and a direct visual homage to Terry Richardson—a photographer ousted in the #MeToo movement for sexual misconduct.

So, let’s ask the uncomfortable question: is Nike truly aligning with a brand that empowers women? Or one that reinforces old beauty standards?

Even more ironic—Nike is the brand that champions female athletes. They push messages of strength, performance, and redefining beauty in sport. And now? They’re teaming up with a shapewear brand—a category that literally implies women need to "fix" their bodies.

It’s a contradiction. But it’s also a huge business opportunity.

The Takeover of Personal Brands

This collab isn’t just about sportswear. It’s about something much bigger: the rise of the personal brand.

A decade ago, consumer brands were the undisputed kings. Today? Personal brands are taking over.

Think about it:

The biggest car disruptor? Tesla. (Elon Musk)
The top energy drink? Prime. (Logan Paul & KSI)
The leader in shapewear? Skims. (Kim Kardashian)

And here’s the kicker—Kim Kardashian has more Instagram followers than Nike.

Let that sink in. Nike, the most iconic sports brand in the world, has 300 million followers. Kim has 360 million.

That’s not just influence. That’s leverage. And Nike knows it.

By partnering with Kim, Nike isn’t just getting a brand partner. They’re getting access to one of the most engaged audiences in the world. And Kim? She’s getting legitimacy in the performance space—something she’s been chasing for a while.

Is This a Smart Move?

For business? Absolutely.

For branding? That’s where it gets tricky.

Nike’s legacy is built on serving athletes. On pushing the limits of human potential. And now, they’re teaming up with a brand that is… well, about looking good. That’s a hard pill to swallow for purists.

But here’s the truth: Nike isn’t in the business of nostalgia. They’re in the business of winning.

And if aligning with the biggest personal brand in the world is what it takes to win over more women? Then that’s exactly what they’re going to do.

What Can Nike & Skims Do Next?

If they want to maximize this partnership, they need to think bigger than just apparel.

Here’s how:

Expand the Narrative – Instead of making this just about shapewear, Nike should push Skims into a broader performance category: activewear, compression, and recovery wear.
Own the Female Athlete Space – Use this collab as a bridge to feature real female athletes in campaigns, not just celebrities. They need to show how this gear works in sport, not just selfies.
Introduce Innovation – Shapewear is great, but performance wear needs tech. Nike should integrate their Dri-FIT or Flyknit technologies into Skims products, making them functional, not just fashionable.
Leverage Kim’s Audience – Use her massive platform for community-building around women’s sport, not just product drops. Think training programs, wellness content, and female-driven events.

The Final Verdict

This deal isn’t just about Nike and Skims. It’s about the future of branding.

Nike is acknowledging that the game has changed. Influence isn’t about legacy anymore—it’s about audience reach. And when the biggest sports brand in the world teams up with the biggest female personal brand? That’s a statement.

Is it a bold strategy? Yes.

Is it risky? Absolutely.

But in today’s world, the brands that evolve are the brands that win. And Nike? They plan on winning.