In a move that has sent shockwaves through the sports and fashion industries, the NBA has entered into a multiyear sponsorship agreement with SKIMS, the renowned shapewear brand founded by Kim Kardashian. The partnership marks a groundbreaking moment as it introduces a new “shapewear” category into the sports world. With SKIMS already making waves in the women’s market, this strategic collaboration aims to expand its reach to the male undergarment market and revolutionize the way athletes and sports brands intersect with fashion.
The Rise of SKIMS and Kim Kardashian’s Marketing Genius
SKIMS, initially launched as a women’s shapewear brand, quickly gained traction by capturing the essence of modern femininity. Following an early setback involving the brand’s original name, Kim Kardashian showcased her marketing prowess by rebranding it as SKIMS, which resonated perfectly with the brand’s identity.
Introducing the SKIMS and NBA partnership.
SKIMS is now the Official Underwear Partner of the NBA. pic.twitter.com/dNwi9AAuLX
— SKIMS (@skims) October 30, 2023
Kim Kardashian, along with her manager mother Kris Jenner, have long been celebrated for their influential role in dominating the social media landscape. Kim’s involvement in the sports world was previously witnessed during her collaboration with Skechers, where she starred in a Super Bowl commercial, leveraging her massive social media following to elevate her brand. Their success in leveraging their direct-to-consumer appeal through platforms like the Kim Kardashian Goes To Hollywood app has been nothing short of remarkable.
The NBA’s decision to partner with SKIMS is a calculated move that not only secures financial gains but also strategically aligns the league with a female-focused brand. With the NBA’s predominantly young, male audience, the collaboration opens up new possibilities for engaging female fans and expanding the league’s reach.
By incorporating NBA imagery and athletes in its advertising campaigns, SKIMS activates the league in front of a fresh audience of women who may develop an affinity for both the brand and the sport. The partnership is mutually beneficial, as SKIMS gains exposure to the NBA’s predominantly male fanbase, while the NBA aims to attract more female fans.
Revolutionizing the Men’s Underwear Market
SKIMS’ entry into the men’s underwear market signifies a calculated assault on a stagnant industry. With competitors like Saxx, Tommy Johns, and MeUndies recently entering the market, SKIMS seeks to disrupt the status quo and establish itself as a leader in this space. Taking inspiration from Spanx’s success in the women’s shapewear category, SKIMS aims to create a similar phenomenon in the men’s underwear market.
Unlike traditional approaches that rely on models and actresses, SKIMS has strategically chosen male athletes and sports sponsorships to resonate with its target audience. This innovative marketing approach, combined with SKIMS’ substantial budget, has the potential to position the brand as an instant leader in the category.
With SKIMS already receiving positive reviews for its women’s line, the introduction of its men’s product is expected to be equally well received. NBA Commissioner Adam Silver expressed confidence in the forthcoming men’s line, indicating a high likelihood of success.
The NBA’s multiyear sponsorship agreement with SKIMS marks a significant milestone in both the sports and fashion industries. By introducing a “shapewear” category to the sports world and expanding into the men’s underwear market, SKIMS aims to disrupt stagnant industries and establish itself as a leader. Simultaneously, the NBA seeks to engage a wider female audience by aligning with a female-focused brand. The partnership symbolizes a harmonious blend of sports, fashion, and marketing ingenuity, setting the stage for future collaborations and innovations across these industries.
Flip the page for Kim Kardashian in SKIMS.
