I feel like Kim also has a personal affinity for prominent institutions - she wants to be a lawyer, she wants to be in the White House, she wants to go to be on the Vogue cover, etc. even though she doesn't necessarily need to be. Nike and that NBA contract is that for her - she isn't just printing money but also gaining status points for herself and the brand. I also just can't unsee how funny it is that Adidas dropped Ye and she partnered with Nike on her own.
1. It’s for Wall Street. So press and stock price.
2. Skims need nikes global distribution. Especially Europe. Kim loves a name, and an institution. And a legacy.
I think cynically this is such a good move by both Nike and by skims. For all the reasons you mentioned plus positive vibes on campus. Something to talk about.
This is more exciting for SKIMS personally. At this point, NIKE has drowned us with collabs to where it's not exciting for their brand. I love the nod that NIKE has amazing in-house designers, so why not empower their immediate team? NIKE must stop chasing these "moments" and get back to dominating the space with their athletes, ethos, designs, innovation, and overall attitude. Let's get back to loving the NIKE Brand for what they offer us directly without the help of brand collaboration.
All great points, agree it's an interesting choice to create an adjacent brand rather than a sub-brand - seemingly addressing a core business challenge for Nike. IF they get the product right, this could spearhead the 'technical lifestyle' category in a way that neither brand could alone. I still think Nike's path to winning the women's market lies in doubling down on performance innovation and leading in athletic products for (athletic*) women - at every level of training, sport and competition.
I think in the case of Alo, they make good stuff that actually works when you're working out. Their products work in practice, not in theory. Same for Skims. However, for Nike's leggings to not even be able to compress, stay up while merely doing squats, or be high-waisted?? I digress...they've completely missed the mark when it comes to fitness gear for women and I think Skims entering the chat is a much needed collaboration in waking them up to what women actually need to feel good to JUST DO IT.
Exactly how i feel about Nike's womens performance product too!! Their sports bras are sooo uncomfortable too it's insane. I'm definitely excited to see what the product is delivering with this partnership because the skims design team so intuitively 'gets' what women are looking for.
i think this speaks to Kim becoming a institution of her own...Nike needs HER! i don't think we ever could have imagined Kim would have become this as a stylist or post sex tape. the nyt piece talked about it being in the category of like an air jordan collab is wild but so true. this is weird to say, but she is like the oprah or michael jordan of sex and body. she's owning this category in a way that is fascinating to see. i love witnessing things like that because it opens up our own imaginations on what is possible. love you!
I feel like Kim also has a personal affinity for prominent institutions - she wants to be a lawyer, she wants to be in the White House, she wants to go to be on the Vogue cover, etc. even though she doesn't necessarily need to be. Nike and that NBA contract is that for her - she isn't just printing money but also gaining status points for herself and the brand. I also just can't unsee how funny it is that Adidas dropped Ye and she partnered with Nike on her own.
really good point re: institutions
1. It’s for Wall Street. So press and stock price.
2. Skims need nikes global distribution. Especially Europe. Kim loves a name, and an institution. And a legacy.
I think cynically this is such a good move by both Nike and by skims. For all the reasons you mentioned plus positive vibes on campus. Something to talk about.
the global distro not kicking in until 2026 is interesting but i agree that must be the most enticing piece! positive vibes is a good point lol
Nike needs to stack wins.
And it has cash.
This is more exciting for SKIMS personally. At this point, NIKE has drowned us with collabs to where it's not exciting for their brand. I love the nod that NIKE has amazing in-house designers, so why not empower their immediate team? NIKE must stop chasing these "moments" and get back to dominating the space with their athletes, ethos, designs, innovation, and overall attitude. Let's get back to loving the NIKE Brand for what they offer us directly without the help of brand collaboration.
big big facts and having to partner with another brand to get back to what should be YOUR dna is a wild admission of defeat
#TRUTH hahaha
Nice, needed this quick one. Is this Nike finally admitting they have a PRODUCT problem?
it does feel like that!!! PROGRESS lol
All great points, agree it's an interesting choice to create an adjacent brand rather than a sub-brand - seemingly addressing a core business challenge for Nike. IF they get the product right, this could spearhead the 'technical lifestyle' category in a way that neither brand could alone. I still think Nike's path to winning the women's market lies in doubling down on performance innovation and leading in athletic products for (athletic*) women - at every level of training, sport and competition.
I think in the case of Alo, they make good stuff that actually works when you're working out. Their products work in practice, not in theory. Same for Skims. However, for Nike's leggings to not even be able to compress, stay up while merely doing squats, or be high-waisted?? I digress...they've completely missed the mark when it comes to fitness gear for women and I think Skims entering the chat is a much needed collaboration in waking them up to what women actually need to feel good to JUST DO IT.
Exactly how i feel about Nike's womens performance product too!! Their sports bras are sooo uncomfortable too it's insane. I'm definitely excited to see what the product is delivering with this partnership because the skims design team so intuitively 'gets' what women are looking for.
“Neither brand need to do this” but CAPITALISM - expertly broken down tho! As always
i think this speaks to Kim becoming a institution of her own...Nike needs HER! i don't think we ever could have imagined Kim would have become this as a stylist or post sex tape. the nyt piece talked about it being in the category of like an air jordan collab is wild but so true. this is weird to say, but she is like the oprah or michael jordan of sex and body. she's owning this category in a way that is fascinating to see. i love witnessing things like that because it opens up our own imaginations on what is possible. love you!
ABSOLUTELY agree! love you too!!!
Lot of good insight here, wonder how large/lengthly the product rollout will be. Would be fun to hear comments over at the Alo water cooler