In an industry that is constantly looking for the next blockbuster collaboration, hardly any partnership has triggered as much attention and expectations as Nikeskims, the joint venture between the sporting goods giant Nike and Kim Kardashians Shapewear-Label Skims. Announced in February, the cooperation promised nothing less than a revolution in the field of fitness and activewear for women, with a new logo, branding and a clear mission. The cooperation should offer innovation in the service of all athletes. However, there is no trace of the collection so far.
As familiar sources of Bloomberg reported with the matter, the launch of the first Capsule collection, which was originally planned for spring, was postponed due to production delays. Nike continues to assume that the line will appear before the end of the year, but there are no concrete details. There is no confirmed launch date, no product previews and so far no information about the range.
Great expectations of the partnership
The unveiling in February was staged in the media and, according to the company, marked a strategic milestone for both brands. For Nike, the collaboration in particular should revive the recently weakening women’s business. For Skims, access to Nike’s technical development infrastructure, sporting credibility and global sales strength opens up for Skims. Conversely, Kardashian has the social reach and pop cultural relevance, which Nike is supposed to help, in particular to achieve Generation Z.
Industry observers: Inside, a launch had expected late spring at the latest – an expectation that was not fulfilled. Statements by Nike CEO Elliott Hill, the investor: Inside in March an introduction of the first collection in the quarter ended until May, has not been commented on since then.
Delays with consequences
The continuing uncertainty causes unrest on the financial markets. According to Bloomberg, the Nike share lost 0.5 percent on Wednesday and has been a minus of over 20 percent since the beginning of the year, while the S&P 500 increased by two percent in the same period. Analyst: There are therefore clear signals in the upcoming quarterly report on June 26th.
According to Media reports, Nike has put together a specialized team for Nikeskims. This should be a mix of employees of both companies and newly recruited specialists. The aim is to develop a collection of training clothing, shoes and accessories especially for women. Despite more than a year of development behind closed doors, the line does not yet seem to be ready for presentation.
The introduction of Nikeskims was originally supposed to be a milestone: the shoulder of the shoulder of performancewear, celebrity branding and cultural feeling. Instead, the wait is currently dominating. The hype from February has long since given way to a phase of speculation – in the middle of a summer that passes without new impulses.
In today’s, fast -moving fashion world: if you create hype, you must also use it promptly. Momentum is not only capital – it is also risk. Nikeskims has awakened great expectations. Now it is no longer a question of whether the collection can redefine the Activewear segment for women, but whether it will be relevant when it is finally on the market.
This article was used with digital tools translated.
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