In a striking move, Skims, the prominent underwear, and shapewear brand co-founded by reality star Kim Kardashian and Jens Grede, has announced a collaboration with both the NBA and WNBA. This groundbreaking partnership closely follows Skims’ venture into the realm of men’s fashion. It marks a significant blending of pop culture, entertainment, sports, and fashion – a blend that is gaining momentum among marketers.
NBA Commissioner, Adam Silver, highlighted the cultural significance of Skims in a press statement, emphasizing its rapid rise as a culturally resonant brand. Through this alliance, Skims is set to gain visibility at marquee events such as the NBA All-Star game, NBA In-Season Tournament, and the WNBA All-Star, among others. Fans can expect to see on-court virtual signage during national telecasts, augmented by various social and digital promotions.
Skims will be the creative force behind the marketing initiatives supporting this collaboration. However, there’s also a buzz about potential discussions with third-party agencies to leverage this partnership further.
An interesting insight into Skims’ recent foray into men’s fashion reveals that the brand already had a significant male customer base, accounting for over 10% of its clientele. Capitalizing on this, Skims aims to tap into the flourishing $111 billion U.S. men’s apparel market. The campaign spotlighted their introduction of Skims Men “Every Body is Wearing Skims,” featuring prominent figures from basketball, football, and soccer.
This partnership underlines the growing interplay between sports, entertainment, and fashion. As brands seek to expand their reach, such collaborations offer a promising avenue to resonate with diverse audience segments.
