- Kim Kardashian’s Skims clothing brand announced a multiyear deal because the official underwear partner of the NBA, WNBA and USA Basketball, per a press release.
- The partnership will likely be promoted at marquee events and thru on-court virtual signage during NBA and WNBA national broadcasts, in addition to via the leagues’ social and digital platforms.
- The deal follows the launch of Skims’ first men’s line, which is supported by a recent “Every Body is Wearing Skims” campaign that features sports stars Shai Gilgeous-Alexander, Nick Bosa and Neymar Jr.
Skims’ first collaboration with an expert sports league comes days after the underwear and shapewear company branched out into men’s fashion. Executives at each Skims and the NBA celebrated the partnership as a union of popular culture, entertainment, fashion and sports — a nexus of consumer touchpoints that’s increasingly sought after by marketers.
“Skims has quickly change into certainly one of our most culturally influential brands,” said NBA Commissioner Adam Silver in a press statement. “We look ahead to bringing NBA fans and Skims users unique experiences, recent 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 extra social and digital elements. Skims will handle creative for any marketing done to support the partnership, however the brand — which was co-founded by Jens Grede — can also be holding discussions with third-party agencies around the chance, per Ad Age.
Skims’ decision to maneuver into men’s fashion was informed by the variety of men who already use Skims’ products — over 10% of its existing customer base — and the prospect to get a chunk 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 significant milestone for the brand, and a testament to Skims’ commitment to providing solutions for everyone,” said Kardashian, who serves because 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 achieve $750 million in 2023, a rise from about $500 million last 12 months.
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