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Skims, the shapewear brand owned by Kim Kardashian, was recently named the official underwear sponsor for the National Basketball Association (NBA), Women’s National Basketball Association (WNBA), and USA Basketball.
The 43-year-old founder of a popular loungewear brand started her business in 2019, specializing in comfortable clothing for women. Recently, on October 24th of this year, the company released a new line of menswear featuring famous athletes Neymar Jr, Nick Bosa, and Shai Gilgeous-Alexander as the brand ambassadors.
Now, it seems as though Kardashian’s move into menswear was in the works for a while, as the creator declared Skims to be the new official underwear partner for the NBA on 30 October. In a post on Instagram, Kardashian posed alongside Jens Grede, a co-creator and CEO of Skims, and Adam Silver, the commissioner of the NBA.
“Announcing the collaboration between Skims and NBA. According to her caption, Skims is now the official underwear partner of NBA, WNBA, and USA Basketball.”
She expressed excitement for the potential success of the collaboration between Skims and the NBA, which aims to unite individuals from diverse backgrounds through their shared interests in fashion, sports, and skill.
Grede put forth his own statement, adding: “The NBA’s modern approach and significant impact on pop culture, entertainment, and fashion is unparalleled in sports. Our partnership marks a remarkable opportunity for Skims and the NBA to work together on what it means to engage the next-generation of consumers and fans through basketball.”
In addition, Silver shared on his social media a photo of Kardashian standing in front of the Hudson River while balancing a basketball with one hand and holding a branded NBA-Skims podium with the other.
Silver stated that Skims has rapidly become one of their most influential brands and they are excited to provide NBA fans and Skims users with exclusive experiences, innovative products, and high-quality items through their partnership.
The NBA enthusiastically promoted the Skims’ men’s campaign, “Every Body is Wearing Skims,” which debuted on October 26. They also announced that the line of comfortable basics is now available to a wider audience.
Under the new partnership between Kardashian’s fashion brand and the multi-billion-dollar league, Skims will gain greater exposure.
According to the official press release from the NBA, as a result of the collaboration, Skims will gain media recognition through various league channels. This includes on-court virtual advertisements during national broadcasts of NBA and WNBA games, as well as on the leagues’ official social media and digital platforms.
Skims already partners with a number of retail companies, including Saks Fifth Avenue, Net-a-Porter, Nordstrom, Selfridges, SSENSE, David Jones, and Lane Crawford.
Skims, as reported by the New York Times, has recently gained a value of $4 billion and secured an additional $270 million in funding.