From Shapewear to Sportswear: The SKIMS x NBA Revolutionary Partnership


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Skims Reimagines NBA Style

Forget baggy jerseys and restrictive underwear – the NBA is getting a fashion makeover! In a groundbreaking partnership, Kim Kardashian's shapewear empire, SKIMS, has teamed up with the NBA, WNBA, and USA Basketball. The partnership aims to revolutionize sportswear by integrating SKIMS' innovative designs with the athletic prowess of NBA and WNBA stars.

This collaboration goes beyond your typical celebrity clothing line, as SKIMS brings its signature comfort and inclusivity straight to the court. In this article, Hollywood Branded gives a behind-the-scenes look into the SKIMS x NBA brand collaboration, exploring what it means for athletes, fashion, and the future of peak performance.

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Body By Skims


Photo Credit: Getty Images

Before the recent NBA partnership, SKIMS had already carved a unique space in the shapewear and loungewear market. Co-founded by Kim Kardashian and Jens Grede in 2019, the brand quickly gained recognition for its focus on inclusivity. SKIMS offers a wide range of sizes, from XXS to 5XL, and caters to diverse body types. Their shapewear utilizes innovative construction techniques to smooth, sculpt, and enhance, ensuring a comfortable and confident fit for everyone. This commitment to inclusivity extends beyond size, with SKIMS offering a variety of nude shades to match a wide range of skin tones.

The Skims x NBA Collaboration

The fashion world and basketball court have collided once again in a surprising collaboration. SKIMS, Kim Kardashian's shapewear brand known for its inclusivity and celebrity cachet, has teamed up with the NBA, WNBA, and USA Basketball in a multi-year deal. This partnership goes beyond slapping a logo on existing products. Skims is committed to developing performance-focused underwear for athletes, prioritizing comfort and support for peak performance. This move not only marks Skims' entrance into the male sportswear market but also signifies a potential shift in the NBA's apparel landscape, where Nike has reigned supreme for years. Let's delve deeper into this innovative partnership and explore what it means for athletes, fashion, and Skims' future.

Fashion & Inclusivity


Photo Credit: Variety

Basketball players are often portrayed as having a specific body type – tall, muscular with a low body fat percentage. SKIMS' partnership disrupts this stereotype by showcasing a wider range of physiques that are still capable of achieving athletic excellence. Imagine a campaign featuring NBA and WNBA stars alongside everyday athletes, all rocking SKIMS performance wear and celebrating their unique bodies. The NBA and WNBA have a massive young fanbase. By seeing their favorite players rocking SKIMS, young athletes can learn that comfort and confidence are just as important as physical appearance. This can empower them to focus on their skills and embrace their bodies, paving the way for a more inclusive future in sports. Traditionally, sports marketing has often relied on presenting athletes as these almost unattainable physical ideals. SKIMS' partnership with the NBA and WNBA marks a shift towards a more realistic and relatable approach. It highlights the importance of inner strength and mental focus alongside physical prowess.


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A New Era of Strategic Partnerships

College Players

Photo Credit: SKIMS

This partnership breaks the mold of traditional sports apparel sponsorships. Previously, established sportswear giants like Nike dominated the space. SKIMS, a shapewear brand, entering this arena shows that brands can find success by venturing outside their typical categories, by forging unexpected yet strategic partnerships. Kim Kardashian's star power undoubtedly plays a role in the SKIMS x NBA deal. This highlights the continued influence of celebrities in brand partnerships. However, the success of this collaboration likely hinges on SKIMS' ability to deliver a high-quality, functional product that resonates with athletes and fans, not just on Kardashian's name recognition alone. The partnership opens doors for creative content marketing opportunities. Imagine NBA players rocking SKIMS performance wear during training sessions or behind-the-scenes glimpses of how Skims tailors their designs to specific athletic needs. This storytelling element can foster deeper brand connections with consumers. This collaboration could signal a shift in how sports leagues and teams approach partnerships. Previously, the focus might have been on securing the biggest sportswear brands. The Skims x NBA deal suggests leagues might be open to innovative partnerships with brands outside the traditional sporting goods space, as long as the value proposition aligns with the league's image and audience.

A Crossover For the Ages

The SKIMS x NBA collaboration is a crossover event for the ages. It brings together the worlds of high fashion, professional sports, and body positivity. This partnership not only elevates athletic wear but also redefines what it means to be comfortable and confident in your own skin, both on and off the court. Stay tuned, because with Skims in the game, the future of fashion and performance is about to get a whole lot more exciting.

Eager To Learn More?

To further explore how brands are redefining partnerships and innovating in sports fashion, check out these additional insightful articles from Hollywood Branded.

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