STATEN ISLAND, N.Y. -- In an attempt to “disrupt the global fitness and activewear industry … in service of all women athletes,” Nike has announced the release of NikeSKIMS -- a new collaboration with reality star Kim Kardashian.

Notably, the development marks the first time Nike ( NYSE: NKE) has partnered with an outside company to launch a new brand. Analysts have weighed in favorably on the upside for Nike ( NKE ), especially for the long term, on the view the athletic apparel giant can add market share in a growing category.

Tuesday’s announcement of the new brand created in partnership by sports giant Nike and lifestyle company Skims generated $6.1 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print,