More than 40 years ago, Michael Jordan helped Nike become the name in basketball sneakers. Today it’s betting that Kim Kardashian can help it do the same for women’s activewear.

The partnership will give birth to a new sub-brand named NikeSkims, dedicated to women's fitness and activewear. This initiative aligns with CEO Elliot Hill's vision of recentering sport in the company's strategy. The first collection is set to launch this spring in select stores before expanding globally in 2026.

In a bid for the women’s market, Nike and Skims are launching a new brand together, the companies announced on Tuesday. Aptly dubbed NikeSkims, the first collection from the brand will hit select stores and Nike’s website in the spring.