Nike Unveils NikeSkims Collection Amid Restructuring and Sales Drop
Nike, the renowned brand, is restructuring its teams and leadership under CEO Elliott Hill, as it grapples with challenges such as tariffs and evolving consumer preferences. The sportswear giant is set to unveil NikeSkims, a collaboration with Kim Kardashian's Skims, this Friday following production delays.
Nike's annual sales dipped 10% in June, prompting the brand to reinvest in wholesale and refocus on key sports. The upcoming NikeSkims collection, designed for athleisure wear, is a significant part of this strategy. It offers a comprehensive wardrobe solution with flattering designs, sculpting fabrics, and innovative materials, merging style, function, and comfort for both workouts and everyday wear.
The collection comprises seven lines and 58 styles, providing over 10,000 possible combinations. It will be available through Nike and Skims' online platforms and select retail stores. The debut film features over 50 athletes, including Jordan Chiles, Sha'Carri Richardson, and Serena Williams, demonstrating the collection's versatility and empowering message. NikeSkims aims to redefine women's activewear without compromise, offering confidence and performance for athletes.
NikeSkims launches during a pivotal phase of Nike's turnaround, as the brand makes headway on key initiatives like rightsizing its core footwear franchises. With four seasonal collections and three core collections – Matte, Shine, and Airy – designed for varying activity levels, NikeSkims is poised to make a splash in the athleisure market. Led by CEO Elliott Hill, Nike continues to innovate and adapt, striving to revitalize the brand and fortify its position in the sportswear industry.
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