Co-founded by Kim Kardashian and Jens Grede in 2019, Skims is the solutions-oriented brand creating the next generation of shapewear, underwear, and loungewear. The brand gained immediate popularity for its inclusive sizing and focus on promoting body positivity. They are known for their seamless and comfortable designs that cater to diverse body types, aiming to make all individuals feel confident and comfortable in their own skin. As the brand’s strategic marketing endeavors come into focus, it becomes clear that Skims has honed its approach to resonate with diverse audiences, encapsulating the essence of athleticism, luxury, and innovation.

Brand Partnership Messaging

Beyond being a brand, Skims is a movement—one that promotes confidence, comfort, and inclusivity for every body type.

Skims doesn’t just make clothes; it crafts statements. With celebrities like Megan Fox, Kendall Jenner, and sports icons like Patrick Mahomes gracing their campaigns, Skims knows how to capture attention. Last month, they took it up a notch, launching a menswear line in collaboration with Nick Bosa, Shai Gilgeous Alexander, and Neymar Jr. This collaboration isn’t just about fashion; it’s a powerful fusion of athleticism and style that resonates with a broader audience.

Skims Expansion Towards a New Audience

The impressive multi-year partnership with the NBA, WNBA, and USA Basketball, marked a historic moment for Skims as it announced being the first official underwear partner of the NBA. It not only cemented Skims’ presence in the world of professional basketball, but broke into a male-dominated arena. As a sport widely revered and watched by men, this unseemingly partnership with a once-female brand, Skims, will open doors for awareness and acceptance by men. It’s a revolution, turning a lingerie company to doing more than meets the eye by challenging industry norms and empowering individuals through inclusivity with clout.

This is not a surprise as Skims has always been a torchbearer for inclusivity, but the strategic move into men’s fashion and the NBA takes it to new heights. In a landscape where the NBA has never officially collaborated with an underwear brand, Skims is breaking barriers. This isn’t just about fashion; it’s a feminist statement that women too can play the proverbial ball. Skims and the NBA aren’t just talking about inclusivity and diversity: they’re walking it, living it, and embodying the change they want to see.

With a rich history of high-profile romantic relationships with NBA athletes, the Kardashians’ influence is palpable and a natural match. It sparks curiosity — did this history play a role in Skims’ bold step into the NBA spotlight? Regardless, the collaboration between Skims and the NBA is more than a business move. 

The Power of Partnerships

Skims’ journey into the NBA spotlight emphasizes the transformative power of partnerships in the fashion industry. Collaborations not only break traditional boundaries, but also bring diverse voices to the forefront. The synergy between Skims and the NBA is more than a marketing strategy; it’s a testament to the importance of inclusivity and innovation that gets with the times. As brands join forces, they pave the way for a future where fashion isn’t just about clothing; it’s a platform for empowerment, acceptance, and cultural change. Partnerships aren’t just transactions, they’re collaborations that shape the narrative of style and influence in a way we perceive and celebrate diversity. Skims’ bold move with the NBA is a reminder that in the world of fashion, strength lies in unity, and the possibilities are limitless when brands come together to redefine the norms.

If your business is looking to give partnership marketing a try, contact us to learn more!