Nike partners with Kim Kardashian-owned Skims to launch new active wear brand

Global sporting brand Nike is launch new range of women's activewear in partnership with Kim Kardashian-owned shapewear label SKIMS.

The partnership with the reality media star and entrepreneur is aimed at boosting its market among female-centric athleisure brands at a time when it is facing increasing challenges from competitors.

It also aims to expand its market share beyond male focussed products which currently make up more than half of its sales.

Announcing the link, Heidi O’Neill, Nike's President of Consumer, Product and Brand, advised "we’re energised by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSKIMS.

“This partnership brings together the best of both brands and unlocks an incredible opportunity to disrupt the industry with our shared passion and commitment to innovation.

"We will invite even more athletes into sport and movement with product that makes them feel strong and sexy.”

Commenting on the new product range, Reuters quoted Morningstar analyst David Swartz as stating "the women's business has faster growth and it has more potential growth in the future.

"Nike missed out on that opportunity that Lululemon, opens new tab exploited over the last 10-15 years.

"The Skims partnership is an effort to grow a little bit faster in that area."

Demand for women's active wear has been a growth driver for Canada-based Lululemon, as well as for other competitors such as Australia's Lorna Jane.