The entrance to the market of the new brand Nikeksks, which was created in February 2025, moves due to delays in production – says CNN. The new release date has not been disclosed.
The collection is an extension of the popular lingerie model modeling Kim Kardashian and aims to “revolutionize the global fitness and sportswear industry”, in accordance with the earlier press message.
The premiere was announced in the spring of 2025, but the details about Nikeskis are still unknown. The website has not been updated since the brand's announcement in February.
The SKIEKS collection supported by Kardashian is the first collection of this type for Nike, which has not previously established cooperation with an external company to create a new brand. Instead, it consisted in acquisitions or acquiring popular athletes (e.g. Michael Jordan) to produce clothing.
Expanding the attractiveness of the offer is part of the Nike clothing giant plan, which was in trouble. The price of shares has dropped by 20 percent this year. In recent years, the company has lost its competitive advantage in the category of sportswear compared to Lululemon, ALO and even Old Navy.
The new brand is to help Nike increase its position in the category of sportswear, i.e. the area where “the second violin is weakening and plays,” says Neil Saunders, retail analyst and managing director at Globaldata Retail, quoted by CNN.
“Theoretically, Nike should have all the skills needed to run your own brand of women's clothing, but the reality is that it has lost part of its ability to tell stories, introduce innovation and delight consumers,” says Saunders. “Cooperation with Skims will fix some of these weaknesses.”
Source: CNN
