Nike and SKIMS face delays in launching 'disruptive' activewear brand

Nike’s highly anticipated collaboration with Kim Kardashian’s SKIMS label has hit a delay, with the first NikeSkims collection now expected to launch later this year instead of spring 2025, as originally announced.

The new brand, a fusion of Nike’s technical performance expertise and SKIMS’ sculpting design ethos, was unveiled in February with the aim "to disrupt the global fitness and activewear industry".

However, production delays have pushed the debut back, with no confirmed release date, according to Bloomberg. Insiders suggest NikeSkims will still make its US debut before the end of 2025, ahead of a broader global rollout in 2026.

The long-term partnership will introduce an extensive product line including apparel, footwear and accessories, bringing together Nike’s advanced innovation, sport science and athlete insights with SKIMS’ obsession with the female form and pioneering approach to creating solutions for "every body". Products will be crafted to fit every curve and enhance the body’s natural form.

Heidi O’Neill, President of Consumer, Product & Brand at Nike, said at the time of the announcement: "We’re energised by the opportunity to build a new brand and shake things up for the next generation of athletes. 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."

Kim Kardashian, co-founder and Chief Creative Officer of SKIMS, described the collaboration as "the culmination of a shared vision, delivering product that is meticulously designed to sculpt and perform for every body".

Despite the production setbacks, the level of investment from both companies remains high as well as consumer sentiment. Nike has built a dedicated division for the project comprising Nike and Skims employees, along with new recruits, and is still hiring key design talent.

The partnership is widely seen as a cornerstone of Nike’s strategy to revive its women’s category, which has been underperforming amid increased competition in the athleisure market. Shares in the company have dropped over 20% in 2025 thanks to rising pressure from brands like Lululemon and Alo Yoga.

Elliott Hill, Nike's CEO, who returned from retirement to lead the company last year, had told investors the collection would be available by May. The delay adds pressure as Nike prepares to report its Q4 earnings on 26 June.

Meanwhile, SKIMS continues to stay at the forefront of popular culture. Last month, the retailer announced plans to open its first UK standalone store on London's Regent Street taking over a unit previously occupied by Ted Baker.

Jens Grede, who co-founded the brand with wife Emma Grede along with Kardashian, described the move as a "pivotal step" in the global expansion of the $4 billion shapewear and swimwear brand. The brand signed a ten-year lease on the 12,000 sq ft store, which has been vacant since last summer, with landlord The Crown Estate. It is anticipated that the new store will open in summer 2026.