In 1992, The Sporting News dubbed Michael Jordan “Man of the Year.” In 2023, GQ Magazine awarded Kim Kardashian the same honor. The basketball legend and media mogul could not be more similar in 2025 with their uncanny abilities to influence. Both Jordan and Kardashian leverage their name and likeness through a web of strategic partnerships.
“Kim (Kardashian) is the Michael Jordan of the influencer generation,” Skims CEO Jens Grede said in a 2023 interview comparing the two global icons. With unmatched cultural sway, these accomplished hegemons draw parallels at the intersection of power and persona in a world where identity is the ultimate currency.
From everyday loungewear to the perfect shapewear corset under a formal dress, the range SKIMS has is truly remarkable. From Team USA, WNBA, NBA and now… Nike?
I’m sure you’ve heard about NikeSKIMS, the burgeoning brand that will tether NIKE, Inc.’s approach to activewear and functional training with SKIMS’ mission to enhance the female form for all physiques.
Since the news released on February 18, Nike’s market cap has grown by almost $5 billion, a 180 degree turn from a fiscally poor performance in 2024. This year, it’s predicted to return to the starting lineup alongside heavyweights like Lululemon and Alo Yoga.
The press release made me initially reminiscent of Nike’s “The Force is Female” campaign circa 2017. My “Force is Female” branded Air Force 1’s were a staple to my “cool girl” wardrobe. But at 15 years old, I hadn’t considered the social implications of the movement. As a master’s student at the SOJC, I feel I have a leg to stand on when it comes to well-executed campaigns.
I personally love what NikeSkims is about. It combines two behemoth brands for a healthy balance of athleticism and body-positive ethos. As an athlete at a Nike school, as much as I love the gear, Nike runs notoriously small in their women’s clothing. SKIMS, on the other hand, provides a product that melts seamlessly onto your skin, hugging every corner in the most strategic of ways. Marrying the two is the pinnacle of function and fashion.
University of Oregon, the birthplace of Nike, is where the visionary idea mutated into a transnational brand that continues to inspire athletes worldwide. With these associations in mind, it’s important to consider the high expectations set to foster grassroots innovation and inclusivity.
What better way to gain insights on the weight of the collaboration than by hearing from SOJC students? Advertising and Brand Responsibility (ABR) Master’s student Ash Frieswyk shared her thoughts on the collaboration:
“As far as product goes, it could be a great combination. Let’s be real, that’s not the only factor that plays into this; these are two large and pretty different brands,” Frieswyk said. “Nike has a reputation of being supportive of women in sports, backing the BLM movement and showing the hard work and dedication that goes into being an athlete. They highlight a lot of great athletes that are an inspiration for a lot of folks.”
Nothing says body positivity like functional, form-fitting activewear that moves with you, empowering your every step. But Frieswyk argues differently, offering a refreshing perspective on the portrayal of female athleticism in fashion and its potential clash:
“Nike gives a platform to showcase (incredibly) powerful women athletes who are our friends and our neighbors. Skims is selling a slice of superficial luxury that is exhausting old tropes of highly sexualizing women,” Frieswyk said.
“Skims is very much an extension of the Kim Kardashian brand … I think she’s a bit out of touch with the realities of your everyday American. Nike is by no means perfect, but when I think of Nike I think (of) homegrown athletes, folks who worked their asses off to reach their dreams.”
With a domestic debut slated for spring 2025 and a global release in 2026, I’m eager and intrigued to witness the next evolution of female-driven sportswear. This collection holds promise to some but not all, especially in a market dominated by luxurious comfort.
