SKIMS, the rising shapewear company whose mission is to “empower individuals to feel confident in their skin,” has sent shockwaves through both the fashion and sports industries with their latest partnership with both the NBA and WNBA. The recent partnership involved a campaign with NBA all-star Shai Gigilious-Alexander and other well-known athletes. As the world of high fashion and professional sports collide, this partnership opens doors to bringing different backgrounds together, and here’s how.
Revolutionizing Fashion: SKIMS Monumental Partnership and “Everybody is Wearing SKIMS” Campaign
In October 2023, SKIMS announced its collaboration and broke new ground within the fashion industry. SKIMS has effectively curated itself to be inclusive for a wide range of people. This partnership defies the traditional model for popular brands, it encourages all genders, races, and sizes to feel confident in their skin. SKIMS clothing offers a wide range of sizes from XS to 5X, they also include a variety of materials from cotton to stretch. The “Every Body is Wearing SKIMS” campaign has done remarkably well at gaining notoriety and revolutionizing the fashion industry. Above all, the campaign emphasizes that body diversity is a component of a bigger, more constructive social movement rather than just a fashion statement.
Reaching New Audiences
The NBA x SKIMS collaboration also opens the door to bringing new audiences to both brands. The NBA has a primarily young male audience that it wants to broaden and expand. So, when NBA athletes appear in SKIMS advertisements, it puts them in front of SKIMS’s female audience and introduces them to these players. In doing so, the NBA hopes that women will become fans of the athletes and their teams. At the same time, the SKIMS advertisements will introduce the NBA’s male audience to SKIMS and help broaden SKIMS’s predominantly female audience.
The Power of Storytelling
Partnering with well-known athletes like Shai Gigilious-Alexander allows SKIMS to leverage these athletes’ personal stories and journeys. This storytelling aspect creates a deeper connection with consumers, showing that confidence and empowerment are universal experiences that extend beyond fashion and sports. Athletes have dedicated fan bases, and leveraging their personal stories helps SKIMS tap into these existing communities. Fans are more likely to support a brand that aligns with the values and stories of their favorite athletes, creating a mutually beneficial relationship.
The Numbers
SKIMS has successfully infiltrated the $38 billion men’s underwear market with the NBA x SKIMS collaboration. Products in the SKIMS Men’s line are priced anywhere from $16-$98. The company itself has been valued at $4 billion. According to MarketingDive, “The company expects its net sales to reach $750 million in 2023, an increase from about $500 million last year.” With the launch of the new partnership, those numbers are likely to increase.
The SKIMS x NBA partnership is more than a collaboration. This partnership is a transformative force that breaks down barriers and opens doors for inclusivity, empowerment, and global reach opportunity. SKIMS partnering with the NBA helps associate a women’s face to the NBA creating more conversation about both brands and allowing their consumers to indulge in each other.