Dive Brief:
- Kim Kardashian’s Skims clothing brand announced a multiyear deal as the official underwear partner of the NBA, WNBA and USA Basketball, per a press release.
- The partnership will be promoted at marquee events and through on-court virtual signage during NBA and WNBA national broadcasts, as well as via the leagues’ social and digital platforms.
- The deal follows the launch of Skims’ first men’s line, which is supported by a new “Every Body is Wearing Skims” campaign that features sports stars Shai Gilgeous-Alexander, Nick Bosa and Neymar Jr.
Dive Insight:
Skims’ first collaboration with a professional sports league comes days after the underwear and shapewear company branched out into men’s fashion. Executives at both Skims and the NBA celebrated the partnership as a union of pop culture, entertainment, fashion and sports — a nexus of consumer touchpoints that is increasingly sought after by marketers.
“Skims has quickly become one of our most culturally influential brands,” said NBA Commissioner Adam Silver in a press statement. “We look forward to bringing NBA fans and Skims users unique experiences, new offerings and premium products through our partnership.”
The multiyear agreement gives Skims a presence at events including the NBA All-Star game, NBA In-Season Tournament, WNBA All-Star and the USA Basketball Domestic Exhibition Tour, with on-court virtual signage during national broadcasts and additional social and digital elements. Skims will handle creative for any marketing done to support the partnership, but the brand — which was co-founded by Jens Grede — is also holding discussions with third-party agencies around the opportunity, per Ad Age.
Skims’ decision to move into men’s fashion was informed by the number of men who already use Skims’ products — over 10% of its existing customer base — and the chance to get a piece of a $111 billion U.S. men’s apparel market. The launch of Skims Men was accompanied by an “Every Body is Wearing Skims” campaign that features stars from across the worlds of basketball, football and soccer.
“The expansion into the menswear space is a major milestone for the brand, and a testament to Skims’ commitment to providing solutions for everybody,” said Kardashian, who serves as the brand’s creative director, in a previous statement.
Founded in 2019, Skims in July reached a $4 billion valuation after raising $270 million in Series C funding. The company expects its net sales to reach $750 million in 2023, an increase from about $500 million last year.
