Nike Believes Their New Collab With Kim Kardashian Is Its Next Michael Jordan

Kim Kardashian might have expressed regrets about being as busy with work as her mother, Kris Jenner. But the reality TV star isn't showing signs of slowing down. As the richest of the Kardashian-Jenner clan, Kim continues to explore acting after recently celebrating her seventh year in law school—all while running her massive Skims brand.

Love her or hate her, Kim's quite a force in business. In February 2025, Nike even announced a partnership with Skims to create a line of women's activewear. The collaboration has been lauded as Nike's "next Michael Jordan." Here's how Kim might have saved the company.

Kim Kardashian's Nike Collab Could Have A "Similar Impact" To Michael Jordan's Brand

Nike Believes Partnering With Skims Will "Shake Things Up"

After the NikeSkims collab was announced on February 18, Business Insider reported that "Nike is betting Kim Kardashian can be its next Michael Jordan." The company is optimistic about creating the "for women" activewear line. In a press release, Nike exec Heidi O'Neill, said they're excited to "shake things up for the next generation of athletes with NikeSkims."

On Instagram, Kim posted the news, saying the new brand is "designed to sculpt and engineered to perform." This is not the first athleisure project by Skims. It was the official undergarment brand for Team USA during the 2024 Paris Olympics, with other famous athletes modeling for the Skims (WNBA, NBA, NFL, etc.)

But could NikeSkims be the next Air Jordan? It's not impossible. The latter remains one of the most iconic celebrity brands to this day, and Skims has an equal opportunity to do so, with Kim's undeniable fashion and social media influence.

As retail analyst Krista Corrigan said of the collab, "While Nike has an opportunity to leverage Skims's brand equity and cult following, the move also allows Skims to enter the realm of sport in a more serious way."

By 2023, Michael Jordan had made a total of $1.5 billion from Nike since 1986, two years after signing their $2.5 million deal.

​​​We may not like the Skims nipple bra or its crazy marketing gimmicks, like that "creepy" 60-foot balloon of Kim in NYC. But it has a pretty loyal market that understands how Kim simply likes "to do iconic s***."

Kim Kardashian's Skims Instantly Added $6.7 Billion To Nike's Market Value

Nike's Sales Were Struggling Before Partnering With Kim Kardashian

Shortly after the announcement of NikeSkims, Nike gained a $6.7 million market value following an 8% sales drop in their last quarter before enlisting Kim's help. Another retail analyst, Neil Saunders, explained that Skims "remedies" the company's "weaknesses" in developing a womenswear line.

"In theory, Nike should have all the skills needed to drive its own brand in womenswear, but the reality is it has lost some of its ability to story tell, innovate and wow consumers," said the expert.

One thing about Skim's businesses is that she listens to her fans. It's also worth noting that she was inspired to create Skims after personal struggles with finding shapewear that matched her skin tone.

Fast-forward to early 2025, Skims reached a valuation of $4 billion. Social media played a huge role in the success. Thanks to Kim—the "Michael Jordan of influencers"—who has been setting trends since appearing on her family's debut reality show, Keeping Up With the Kardashians.

Creative consultant Robyn DelMonte told Vogue that even though NikeSkims is "an unexpected combo, if done right, this partnership could be exactly what the market is craving."

Kim Kardashian Faced Backlash When She Started Skims

Kim Was Accused Of Cultural Appropriation For Skims' Original Name "Kimono"

In 2019, Skims was initially launched as "Kimono," the national dress of Japan. "Kimono is my take on shapewear and solutions for women that actually work," she announced on Instagram at that time. Kim was accused of cultural appropriation, prompting her to change the brand name.

"I am always listening, learning and growing – I so appreciate the passion and varied perspectives that people bring to me," she said of re-naming the shapewear brand.

Reflecting on her past business issues in 2022, Kim said she learned "to not really trust everyone in spaces that you don't really know about" and that she tries "to not make the same mistakes twice."

Nike doesn't seem to mind Skims' past. But years ago, Nike warned Adidas about partnering with Kim's ex-husband, Kanye "Ye" West. Recently, Adidas just sold its last Yeezy inventory after ending its deal with Ye after his antisemitic rants in 2022.

The rapper lost his billionaire status after the Adidas fallout. But Kanye owns a 5% stake in Skims. In January 2025, he released a Skims-like bodysuit, sparking speculations of a rival line.

He also accused Kim's brand of being "so based on a lot of the Yeezy ideas." In 2022, Ye told Carlson Tucker that Skims had "a lot of imagery that was overly sexualized"—ironic now after the naked stunt of his wife, Bianca Censori at the 2025 Grammys.