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NikeSkims is getting off to a good start. Tuesday’s announcement of the new brand created in partnership by sports giant Nike and lifestyle company Skims generated $6.1 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
According to the report revealed on Friday, in its first 48 hours, the NikeSkims announcement surpassed the Skims x The North Face partnership by 13 percent in terms of media exposure. Kim Kardashian, who cofounded Skims with couple Jens and Emma Grede in 2019, led the conversation, with her post on Instagram earning $1 million in MIV, becoming the top placement.
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NikeSkims is described as “a new brand from two of the most iconic names in sport and style, who are teaming up to disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes,” according to a statement from Nike.
“Nike and Skims share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women,” Kim Kardashian, cofounder and CCO, Skims, said in a statement. “This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body. Every single detail has been obsessed over and carefully considered. We’re incredibly excited to unveil our first collection this spring.”
Nike has never created a brand with an outside company before. The first product from the partnership with Skims is expected to be released online and in select stores this spring in the U.S. A global expansion is scheduled for 2026.