"Hard no" - Netizens divided over Nike teaming up with Kim Kardashian's SKIMS to launch activewear for women

Nike is teaming up with Kim Kardashian's SKIMS to launch a new women's activewear brand this spring, titled Nike SKIMS. Announcing the collaboration on Instagram, Kardashian shared the following statement:

"Nike and SKIMS share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women. This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for everybody. Every single detail has been obsessed over and carefully considered. We're incredibly excited to unveil our first collection this spring."

Page Six has reported that the upcoming sub-brand bears the tagline “Designed to Sculpt; Engineered to Perform,” while the partnership is expected to introduce,

“An extensive product line that invites more athletes and women into the world of sport and movement,” according to a press release.

The announcement has since drawn varied reactions, and while some appreciate the collaborative effort, others feel like this may be a hard pass. Check out what one user said, for instance:

"Hard no."

The comments didn't end there, as scores online expressed varied sentiments:

"Kimberly In Her Bag Kardashian!!!" one user exclaimed.

"Was thrilled with Nike still going hard to support communities many companies were turning their backs on. Read women, people of color etc. As a master appropriator NOT celebrator, Kim K was not the choice I had hoped for from Nike," someone else noted.

Even more chimed in:

"Gutted by this. Would have preferred to have seen collaborations with athletes or even just someone less problematic," someone stated.

"Pls no," another penned.

"Prayers answered," one more weighed in.

The comments didn't end there, as users were visibly divided over learning of the announcement:

"When your 2 favorite brands collab 🥹😍," one fan wrote.

"Not another Kardashian brand we definitely did not need again…." a naysayer chimed in.

"This is not a win," another dissenting voice weighed in.

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Everything we know about the Nike x SKIMS collaboration so far:

Nike SKIMS plans to launch its debut collection in the US this spring, featuring an assortment of apparel, footwear, and accessories. A global rollout is expected to follow in 2026. As published by the Hollywood Reporter, the official press release reads,

“Nike SKIMS brings together Nike‘s world-class approach to advanced innovation, sport science, and athlete insights with SKIMS‘ obsession with the female form and pioneering approach to creating solutions for every body. The brand’s shared vision celebrates every dimension of athleticism, from elite to everyday athletes. Products will be crafted to fit every curve and enhance the body’s natural form.”

Nike's shares have risen since Hill was appointed as CEO in September last year, and just this Tuesday, Reuters reported that their shares upped by 4%. As for Skims, the brand was launched in 2019, and at the time of writing, is valued at $4 billion, give or take.

Heidi O’Neill, the President of Consumer, Product & Brand at Nike, said of the forthcoming collaboration:

“We’re energized by the opportunity to build a new brand and shake things up for the next generation of athletes with Nike SKIMS.”

She called the work “the best of both brands,” asserting that their shared goal is “to disrupt the industry” as they,

"Invite even more athletes into sport and movement with product that makes them feel strong and sexy."

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Nike made strides last year when they were named the official underwear partner for the NBA, WNBA, and USA Basketball, and even teamed up with Team USA for the Olympics. As for SKIMS, this is the first time it will be launching its own sub-brand, though they have worked with several luxury designers in the past, including Dolce & Gabbana and Fendi.