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.

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.

Under Hill, the brand has amped up the promise to grow women’s.