By Reuters
February 18, 2025 – 7:21 AM PST
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(Reuters) – Nike (NKE.N) will launch a new women’s activewear brand in the U.S. this spring in partnership with Kim Kardashian-owned shapewear clothing company Skims, as CEO Elliott Hill works to bolster its portfolio to better compete with upstart brands.
Product innovation and a return to focus on its core sports roots have been at the forefront of Hill’s mission to revive sales at Nike, which have been lagging strong growth at Hoka and New Balance.
The company’s bid to appeal to women, who made up about 40% of its customers in 2023, was evident in Nike’s first Super Bowl ad in nearly three decades, featuring star women athletes including Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson and Sabrina Ionescu.
Skims was launched in 2019…
