When Legacy Meets Disruption: How NikeSkims Shows the Future of Business

Nike has spent decades at the top of the sportswear industry, shaping culture as much as performance. Skims, founded five years ago, turned shapewear into one of fashion’s fastest-growing categories. Now, these two brands have come together in a deal that reflects the changing dynamics of business and brand partnerships.

NikeSkims was announced on February 18, 2025, with its first collection launching in the United States in spring 2025 before expanding globally in 2026. Nike has faced a 5% decline in North American sales in the last quarter of 2024, increased competition from Adidas and Lululemon, and a shift in consumer habits. This partnership is designed to counteract those trends and tap into Skims’ $4 billion market valuation and engaged digital-first audience.

This collaboration is a case study in how legacy companies seek fresh momentum and how emerging brands use established giants to scale. For founders, it’s a reminder that innovation isn’t just about launching something new—it’s about strategic collaboration and understanding when and how to align with the right partners.

Why Nike Needed Skims

Nike remains dominant, but competition is stronger than ever. The fusion of performance wear with everyday fashion, once Nike’s stronghold, has been challenged by new players who understand digital engagement and modern consumer behavior better.

Skims has mastered cultural influence. Kim Kardashian turned an overlooked category into a multi-billion-dollar business by understanding product-market fit, precise marketing, and consumer demand. Nike has decades of R&D, a global supply chain, and a legacy with elite athletes, but it needed a brand that resonates with younger consumers in a new way.

NikeSkims provides that. Nike gains cultural relevance, while Skims gains credibility in performance wear, an area it hadn’t yet entered at this scale.

What Skims Gains from Nike

For all of Skims’ success, it’s still a young company. Expanding into activewear requires more than branding—it requires expertise in fabric innovation, sports performance, and distribution, which Nike provides. This partnership gives Skims instant access to the infrastructure needed to scale into a new category without having to build it alone.

Nike’s name also brings validation. Skims has made products people want to wear, but alignment with a performance leader signals that these products aren’t just stylish—they function.

This deal also positions Skims beyond fashion, opening doors to expansion in lifestyle, wellness, and high-performance apparel. Nike offers the perfect launchpad for that next step.

The Bigger Shift: From Sponsorships to Equity Partnerships

This partnership reflects a shift in how brands work together. Nike’s traditional model was built on athlete sponsorships. The Air Jordan deal made Nike a global empire, but today, cultural credibility is built through true partnerships where both brands contribute.

NikeSkims isn’t about putting a celebrity in Nike gear—it’s about co-creating. This is how modern brands stay relevant: through partnerships that reshape industries, not just marketing strategies.

Lessons for Founders: How to Think Like Nike and Skims

For first-time founders, this partnership provides insight into brand-building, strategic partnerships, and long-term growth.

1. Innovation Isn’t Always Reinvention
Skims didn’t invent shapewear, just as Nike didn’t invent sneakers. Both brands refined existing categories by deeply understanding their audience. The best opportunities often come from improving what already exists.

2. Legacy Brands Need New Energy—And Disruptors Need Scale
Smaller brands don’t have to compete with giants. The right partnership can provide distribution, credibility, and resources that would take years to develop. Legacy brands, meanwhile, must recognize when to bring in outside expertise to stay relevant.

3. Cultural Relevance is Competitive Advantage
Nike is betting on Skims because success isn’t just about performance—it’s about brand influence. Connecting with an audience on a deeper level is as important as having a great product.

The Future of Business is Collaboration

NikeSkims signals a shift: the future isn’t about legacy brands versus disruptors but about how they can work together to shape what’s next.

For founders, this is an opportunity to rethink growth. The next major breakthrough may not come from going solo—it may come from finding the right partner to expand beyond what’s possible alone.