Kim Kardashian’s powerhouse brand Skims, already a dominant force in shapewear and loungewear, has scored another resounding win with its bold move into men’s sportswear. The company is well on its way to achieving its ambitious sales goals for 2023, and its recent foray into menswear underscores both its ambition and strategic savvy.

Partnering with the NBA, WNBA, and USA Basketball as their official underwear provider has catapulted the brand into the sports arena. This move, coupled with securing high-profile athlete ambassadors like Neymar, Nick Bosa, and Shai Gilgeous-Alexander, demonstrates a keen understanding of how to build buzz and leverage the massive audiences that follow professional sports. The fact that menswear sales skyrocketed in the first minutes of launch serves as a powerful testament to the power of these strategic collaborations.

Skims’s success isn’t limited to clever marketing. The brand’s focus on comfort, quality materials, and size-inclusive designs has earned widespread consumer loyalty. This, combined with a deft social media strategy that taps into Kim Kardashian’s star power, has propelled the brand to its current valuation of $4 billion.

Beyond celebrity endorsement, Skims’ decision to partner with athletes signifies a broader cultural shift. Men are increasingly prioritizing comfort and style in their underwear choices. These partnerships normalize the idea of men caring about their undergarments and tap into the aspirational lifestyle that professional athletes embody.

What’s next? As Skims continues to disrupt the apparel industry, observers are eager to see whether its men’s line can match the widespread adoption of its women’s offerings. Given the brand’s track record of innovation, design excellence, and keen marketing instincts, continued success seems likely.

Ntianu Obiora
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Ntianu Obiora is a versatile creative professional with over a decade of experience in publishing, marketing, communications, and digital strategy. She is the Online Editor at THEWILL DOWNTOWN