It is safe to say that Kim Kardashian has definitely made her mark in the fashion industry with her brand SKIMS. The fashion brand has turned into a powerhouse and is now a staple in many Gen-Z wardrobes. Her brand is known for redefining shapewear and setting the tone for inclusivity and body positivity. She proves that comfort and style should go hand-in-hand and is open to everyone. 

Fashion and sports have been a dynamic duo for some time. Both industries dominate Google’s trending topics and it’s a gateway to reach the eyes of both audiences. Brands have been merging athleticism and fashion over recent years and when fashion meets sports it’s a match made in style heaven. I’m talking about the collaboration between SKIMS and the powerhouse which is the NBA. The partnership was announced in early October 2023 and marks a significant milestone for SKIMS, the NBA, WNBA, and the fans. Kim K is known for her collaborations, but she is definitely turning heads with this one. 

In July 2023, SKIMS was making headlines for its jaw-dropping valuation of $4 billion. $270 million in a funding round catapulted SKIMS into the big leagues, sparking talks of a possible IPO. Kim K was now a force to be reckoned with in the fashion industry.

In this blog, I go over the dynamics of the SKIMS x NBA collaboration, and what this means for both the brands and the future of this collaboration.

The SKIMS x NBA partnership:

This collaboration isn’t just a simple marketing move; it’s a strategy which combines the world of fashion, sports, and talent bringing diverse backgrounds together. It brings together style and athleticism to provide you with the project that is SKIMS x NBA.

SKIMS has snagged itself the title of the official underwear brand for both the NBA and WNBA. If you’re a huge NBA fan you might just catch SKIMS’ signature styles making a slam dunk right on the courts. You’ll also start to see a lot more of the iconic SKIMS logo popping up on your screen during national broadcasts. You won’t be able to get away from it! 

This is a game-changer for SKIMS. The brand is strategically making moves and entering the men’s fashion industry, rolling out a diverse range of products such as boxers and T-shirts. This collaboration is rooted in SKIMS’ proven success in offering options for people of all skin tones, body types, and ages, championing inclusivity and body positivity like never before.

Skims’ Entrance Into Men’s Fashion:

On October 26, SKIMS announced her grand entrance into the world of men’s fashion. The brand introduced three distinct collections created to redefine every essential with a focus on comfort. The campaign put renowned athletes such as NBA All-Star Shai Gilgeous-Alexander and Neymar Jr. as the faces of the campaigns. They became ambassadors for the brand, making sure the men’s line was credible and relatable. It also helped showcase the brand’s commitment to delivering quality and style. 

The Marketing Behind SKIMS’ Success:

Inclusivity and Diversity:

From the get-go, SKIMS sets itself apart by embracing inclusivity and diversity. From the nude colour palette to the clothing she offers, they all cater to a broad spectrum of skin tones and sizes. She strategically designs products for a diverse customer base to not only meet the needs of consumers but also create a strong sense of community who are seeking representation in fashion. 

A lot of her pieces are basic essentials that everyone needs in their wardrobe. Kim K doesn’t offer vibrant pants or graphic eye-catching t-shirts. She scales it back to simple pieces such as black dresses that focus on how the clothing fits, rather than how it looks. This makes her brand a need more than a want. 

Social Media Dominance:

Instagram and TikTok serve as SKIMS’ primary social media channels. The brand is everywhere on these social channels. It feels like you can’t go on TikTok without seeing someone doing a SKIMS review. 

It goes beyond just product launches and directs its focus on more user-generated content to drive demand. People providing their honest reviews on social media and the phenomenon of users sharing SKIMS dupes help amplify the brand’s presence. And let’s face it. It’s quite hard not to purchase a product when everyone and their mothers are hyping it up. 

The Face of the Brand:

Kim Kardashian having the fame and status she has definitely plays a part in SKIMS’ success. She uses her influence perfectly by using herself as the face of the brand. She also has a roster of celebrities to represent her brand. From Megan Fox to SZA, these big names generate widespread attention. 

Strategic Collaborations:

SKIMS’ collaborations have been nothing short of groundbreaking. The Fendi x SKIMS and Swarovski x SKIMS collaborations have proven themselves to be successful as each collaboration caused a lot of media attention. The strategic move helps expand SKIMS’ product range and also positions the brand in different niches within the fashion industry.

As for future collaborations, we may not know which famous brands Kim has up her sleeve, but one thing’s for sure – it’s bound to be a hit.