The partnership—the first time in Nike history it’s launched a new brand with an outside company—is being marketed as a blend of what each brand is best known for. Nike is making a major play for female consumers and the athleisure market with its Skims partnership for a new women’s brand called NikeSkims.

Nike's decision to partner with Skims comes as it looks to claw back market share and return to growth under new CEO Elliott Hill.

The fashion mogul and reality TV star is set to launch a fitness-minded crossover brand that'll debut its first collection in Spring 2025