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Just Kardashian It

Nike has a lot riding on its Skims collaboration, which is set to launch this summer. But the company’s issues with female consumers, from loss of market share to the lingering hangover of its old culture, run far deeper than any partnership—even one with Kim K—can fix.

Kim Kardashian NikeSkims
In the case of NikeSkims, though, the partnership is truly mission critical: Nike needs to court female consumers, and Skims, with its $4 billion valuation, is contemplating its exit. This has to work, for the sake of both parties. Photo: Courtesy of NikeSkims
Lauren Sherman
June 9, 2025

On Saturday, Nike staged its Los Angeles edition of Nike After Dark, a race series “powered by women.” The half-marathon began and ended at SoFi Stadium, far from the Metropolitan Detention Center downtown, where ICE protesters were bombed by federal agents with flash-bang grenades and tear-gas canisters. As is customary with sizable Nike events, finishers were each given a medal—a reflective swoosh—strung on a silver chain, and (perhaps less customary) treated to a concert by Doechii, who narrated Nike’s latest Super Bowl commercial and starred in a March 2025 campaign.