SKIMS Partners with the NBA: A Look into Kim Kardashian’s Newest Marketing Move
Samantha Baghal
Stillman Writer
Kim Kardashian’s SKIMS has recently secured a new sponsorship deal with the NBA, WNBA, and USA Basketball, designating the brand as their official underwear partner. The news was announced via a press release following the launch of SKIMS’ menswear line on October 23. The brand has begun its expansion into men’s apparel with a range of merchandise that includes briefs, boxers, tank tops, and T-shirts. In terms of its marketing campaign, Kardashian has hired famous athletes as models, featuring 49ers defensive end Nick Bosa, Brazilian soccer player Neymar Jr., and Oklahoma City Thunder’s point guard Shai Gilgeous-Alexander.
On the heels of this viral debut, the reality star joined NBA commissioner Adam Silver at a New York press conference to publicize SKIMS’ new partnership. This event effectively garnered the attention of both Kardashian fans and sports enthusiasts across the nation. Although its financial details remain ambiguous, the deal represents a huge business opportunity for SKIMS. The majority of NBA sponsors in the past and present include high standing brands like Nike, Adidas, and Gatorade. In a marketing sense, the partnership has gained a ton of media exposure and introduced SKIMS to an entirely new audience.
“I am incredibly proud of Skims’ partnership with the NBA, as it is a reflection of Skims growing influence on culture,” Kardashian said in a statement following the press release. “Together, SKIMS and the NBA will connect people of all backgrounds through fashion, sport and talent, and I look forward to seeing the partnership thrive.”
Prior to this brand deal, SKIMS started out selling shapewear in 2019. In creating the company, Kardashian expressed a mission of empowering individuals to feel confident and comfortable in their skin, promoting inclusivity through a wide range of product sizes and shades. Since then, SKIMS has went on to expand its offerings, creating collections of underwear, swimwear, loungewear, and most recently menswear.
While the brand currently has an estimated value of $4 billion, it is expected to climb in the coming years after reaching a new market through its NBA deal. Looking forward, fans can expect to see SKIMS featured through the league’s social media platforms, player endorsements, on-court signage, and advertising during game broadcasts.
Contact Samantha at baghalsa@shu.edu