^{Kim Kardashian is partnering with Nike for a new brand.| Mario Anzuoni/Reuters}

NikeSKIMS Launch Postponed Amid Internal Production Delays

The much-hyped collaboration between Nike and Kim Kardashian’s Skims brand has hit an unexpected roadblock, with the launch of the NikeSKIMS activewear line now officially delayed. Originally scheduled for a spring 2025 release, the new collection is now expected to debut sometime later this year, though no firm date has been announced.

According to a person familiar with the matter who spoke on condition of anonymity, the production delays are internal to Nike and not related to supplier issues or shipping disruptions. Both companies remain fully committed to the partnership but have agreed to take additional time to ensure product quality meets expectations.

High-Stakes Partnership for Both Brands

The NikeSKIMS partnership, first unveiled in February, was seen as a bold move by Nike’s leadership to tap into the booming athleisure market and attract a younger, more fashion-forward audience. The collaboration was set to feature a full range of apparel, footwear, and accessories, blending Skims’ expertise in body-contouring fabrics with Nike’s reputation for performance and innovation.

For Skims, which was most recently valued at $4 billion, the partnership represents a major opportunity to expand its global footprint beyond shapewear into high-performance activewear—a segment increasingly dominated by hybrid fashion-sports brands.

The partnership also comes at a critical moment for Nike. Under the leadership of new CEO Elliott Hill, Nike is looking for ways to reverse its more than 20% decline in stock value year-to-date and to reenergize its brand amid heightened competition from rivals like Lululemon, Alo Yoga, and a growing number of niche direct-to-consumer athleisure startups.

Internal Leadership Changes Add Complexity

Adding to the complexity of the rollout, Heidi O’Neill, one of Nike’s key executives who spearheaded the partnership with Skims, left the company earlier this year. While sources close to the deal say the departure has not impacted the brand relationship with Kardashian, it may have contributed to internal delays as leadership transitioned under Hill’s direction.

Market Impact and Brand Strategy

The delay underscores the high expectations both companies have for this partnership. Nike’s strategy aims to tap into Kardashian’s massive global influence—she currently boasts over 360 million social media followers—while Skims gains access to Nike’s global distribution network and technical design resources.

“The origin of NikeSKIMS is rooted in a desire to bring something new and unexpected to an industry that is craving something different, and to invite a new generation of women into fitness with disruptive product designed to meet their needs in both performance and style,” Nike said when the partnership was first announced.

Bloomberg was first to report on the delay.

Athleisure Market Poised for Continued Growth

The global athleisure market, valued at approximately $350 billion in 2024, continues to see robust growth fueled by consumer demand for versatile, fashionable, and functional apparel. Analysts believe collaborations like NikeSKIMS are essential for major brands to stay culturally relevant and capture evolving consumer preferences.

Despite the delay, industry experts suggest that the additional time may ultimately benefit both companies by allowing for a more polished, heavily marketed launch later in 2025.