NikeSKIMS has unveiled its latest drop with BlackPink's Lisa fronting the campaign, and marking a deliberate shift in tone for the still-new partnership. With Lisa as its face, who's a global pop star and trained dancer, the brand signals an evolution from athlete-only messaging towards cultural and aesthetic influence.
The release leans into ballet-inspired silhouettes, soft movement, and body-skimming performance fabrics. It remains in line with NikeSKIMS' positioning as activewear that blurs the line between sport and everyday dress.
The high-profile campaign also sharpens a broader question: Why did Nike turn to Kim Kardashian in the first place?
Nike's Battle for Women Consumers
Rather than chasing sneaker culture or hype-driven drops, Nike is shifting its focus to appeal to mainstream, affluent Millennial women. It's a demographic that Kardashian has successfully turned into loyal customers.
Nike's decision to forge a deep partnership with Kardashian, a non-athlete but cultural megastar, is rooted in broader commercial pressures. The company has faced declining sales and loss of market share in women's activewear—an area where competitors like Lululemon, Athleta, and Alo have capitalised on demand for inclusive, lifestyle-oriented products.
Prior to the NikeSKIMS launch, only around 40% of Nike's customers were women, despite that segment generally being a strong driver of apparel and athleisure sales.
Nike's financial performance has showed a decline, with revenues dipping year-on-year. Executives have also publicly acknowledged the need to recalibrate the brand's connection with women.
Kim Kardashian's Strategic Appeal
Nike is leveraging Kardashian's immense cultural presence and loyal following to bring fresh energy to its women's business. The media personality has hundreds of millions of social media followers and significant traction among Millennial and Gen Z consumers.
Partnering with SKIMS also gives Nike access to a brand that has thrived on inclusivity, fit and everyday wearability—aspects believed to resonate strongly with contemporary female consumers.
In a Complex interview, emphasised her active participation in perfecting the designs, fabrics, and shoes. She highlighted her work in transforming Nike's Air Rift into a sleek, ballet-inspired style.
'We really simplified the Rift, narrowed it, and chose breathable materials ... It's as minimal as a shoe can get,' she explained, adding that their approach aligns perfectly with SKIMS and with Nike's innovative technology. This shows her commitment as a partner focused on product development rather than merely a symbolic presence.
Speaking about the latest ballet-inspired products, she also described the ambition being rooted in simplicity and intention. Kardashian noted that she wanted the products to feel 'like a second skin, an extension of the body and the outfit.'
Inside the NikeSKIMS Partnership
Nike and Kardashian's shapewear brand SKIMS launched the landmark collaboration called NikeSKIMS late last year. It's a new line of women's activewear and athleisure across apparel, footwear, and accessories.
The brand is designed to merge Nike's performance expertise with SKIMS' body-inclusive, fashion-forward aesthetics. The range spans multiple collections and is available in extended sizing and neutral palettes. Its first products hit select stores and online in late 2025, with a wider international rollout planned through 2026.
This venture marks Nike's first major co-created brand with an external partner. This signals a strategic shift in how the sportswear giant approaches innovation and market growth beyond its traditional athlete‑led collaborations.
