Nike indefinitely delays launch of Skims collaboration with Kim Kardashian

In the United States, Nike announced the launching of NikeSkims in February 2025 in a bid to create a new fitness brand in collaboration with Kim Kardashian's Skims. This collaboration was designed to cater to women's athletic needs and was expected to disrupt the activewear industry with innovative products. Nike's Chief Executive Officer Elliott Hill stated that a comprehensive collection was anticipated to be available by the end of May 2025, but production delays have now pushed the launch back indefinitely. According to reports from Bloomberg, there is still hope that products will be released sometime in the year, although a specific timeline remains uncertain. The announcement of the collaboration was met with excitement from consumers eager to experience the new collection featuring training apparel, footwear, and accessories tailored to women athletes' preferences. However, the promise of a spring launch has not materialized, and the market has shown a negative response, with a decrease in Nike's stock value since the news of delays became public. As of mid-June 2025, it remains crucial to understand the profound implications of this setback on Nike’s women’s business, which has struggled to meet expectations in recent years. Kardashian's involvement was intended to reinvigorate Nike’s connection with Gen Z consumers and increase cultural authenticity behind its brand. Both companies have invested heavily in this collaboration, aiming to introduce products specifically designed for diverse body types, which reflects a broader commitment to inclusivity in the fitness industry. Despite this ambitious vision, the uncertainty surrounding the timeline of the product rollout has created questions regarding the future success of NikeSkims and its potential impact on Nike's overall sales performance. The project team working on NikeSkims has been carefully assembled, including Nike staff, Skims employees, and new hires focused on designing and selling the range. Initial plans for a global rollout were set for 2026, but these aspirations are now clouded by the present delays, leading many to wonder if the postponement might detract from the initial hype and consumer interest generated at the time of announcement. The urgency to address the production issues is paramount for both brands if they wish to regain momentum and ensure that their vision of bringing innovation and disruption to the women's activewear market can still be realized within the planned timeframe.