Nike and Skims could spell a new future for athleisure

Nike and Skims have just unveiled a partnership that goes beyond a simple collaboration and will be a full-scale joint venture. The launch of NikeSkims, a completely new brand, signals a strategic bet by both companies on the ever-growing intersection of sportswear, shapewear, and lifestyle fashion. If successful, which is highly likely, this could reshape the way activewear is marketed and consumed, particularly by women, a demographic where Nike has struggled to dominate despite its global reach.