Nike Finally Admits It’s Losing With Women—Can SKIMS Reverse Its Slide?

I spent nearly a decade at Nike. Here’s why it took them so long to tackle the women’s market—and how Kim K might save the day.

Women’s activewear is a multi-billion-dollar market, and despite its global dominance, Nike has been steadily losing ground to newcomers like Lululemon, Alo, and Vuori. Now, in a bold turn of events, the Swoosh is teaming up with Kim Kardashian’s SKIMS—a shapewear brand that’s infiltrated everything from the Olympics to the NBA. The question is: Could Kim K’s brand be the key to Nike reclaiming the everyday female consumer it’s lost? Let’s dig into how we got here and whether this partnership could flip the script.

My Personal Journey with Nike

I still remember walking into Nike India’s office for the first time: I was a starry-eyed fresh grad who’d grown up playing competitive women’s golf in India… and couldn’t believe I was starting my career at the world’s greatest sports brand. Over the next several years, I hopped from Bangalore to Manila to Singapore in various marketing roles—retail, brand, and eventually e-commerce and partner marketing. My personal passion for leveling the playing field for women aligned perfectly with Nike’s “Win With Her” mantra.

And Nike really did put women first in many ways. At every turn, I was encouraged to prioritize women’s marketing initiatives—whether it was launching personalized styling sessions for female Nike members in Manila or increasing the women’s lifestyle assortment on SNKRS.com in Singapore. Globally, we hosted huge events—renting out a stadium in Mumbai to celebrate Women’s Day, collaborating with Tiffany to create co-branded pendants as prizes for the San Francisco half-marathon, and my personal favorite (because I got to experience it in person seated feet away from Mark Parker, Virgil Abloh and Naomi Campbell) - sponsoring 14 out of 24 of the 2019 Women’s World Cup Teams… and unveiling the kits in a palace in Paris.

Nike’s 2019 World Cup National Team Kit Unveil at Palais Brogniart in Paris

But as I saw firsthand, even the grandest events and star-studded campaigns can’t guarantee everyday activewear sales if the product doesn’t feel right to consumers.

The Gap: Where Nike Lost Its Edge

Before the pandemic, Nike’s approach to women’s marketing leaned heavily on big events, big influencers, and even bigger logos, signing a diverse roster of athletes and cultural icons ranging from Simone Biles to Bella Hadid.

No other brand has a proven track record like Nike’s of not just identifying where the conversation was at, but where it was going to be.

But as lockdowns made IRL experiences less relevant, challenger brands like Lululemon, Alo, and SKIMS took over women’s social media with sleek, minimal athleisure—cozy, flexible pieces you could wear from Zoom workout to coffee run without looking like you just came from the gym.

By 2024, Lululemon had captured 13.7% of the U.S. women’s sportswear market vs. Nike’s 5.3%. Meanwhile, Nike’s women’s segment fell from 23% of total sales to 21%—generating about $8.5 billion vs. the men’s side at $21 billion. The culprit? Lululemon & Co. embraced “quiet luxury”: subtle branding, neutral palettes, and designs that transition perfectly from studio to street. Nike’s gear has always been top-tier in performance, but many women wanted style + function. That gap widened during COVID, and brands with a “less is more” aesthetic thrived while the Swoosh lagged behind.

Enter SKIMS: A Potential Game-Changer

That brings us to NikeSKIMS, the recently announced brand collaboration (not just a co-branded product collab) that I unexpectedly am really excited about. While I’m not a diehard Kim Kardashian fan, I respect SKIMS’ accomplishments: they’ve gone from shapewear to legitimate sportswear partner in record time—Team USA for the 2024 Olympics, deals with the NBA and WNBA, and marketing that feels fresh, inclusive, and distinctly on-trend. Plus, SKIMS doesn’t shy away from body positivity or extended sizing—areas that could instantly bolster Nike’s appeal to a broader base of women.

What the Execs Are Really Saying

Official statements from Nike and SKIMS emphasize disruption, innovation, and reaching “the next generation of athletes.” They’re pitching the new line as inclusive, performance-forward, and inherently cool. Underneath the press releases, I read this as: Nike wants a fresh “femme-centric” brand that feels relevant to the Alo/Lululemon shopper, and SKIMS wants to prove it can dominate beyond shapewear. Together, they aim to create apparel that makes people feel “strong and sexy,” while bridging the performance-versus-lifestyle divide.

Breaking Down the Partnership

What’s in It for Nike?

1. Recapturing Lost Ground
   Women’s market share is slipping, and the brand needs a jolt to win back consumers who once turned to the Swoosh for everything but now live in Lululemon leggings.

2. Cultural Relevance
   Kim K’s social following is massive, and SKIMS’ pop culture buzz could lure style-savvy shoppers who thought Nike was too “classic sport” and not “chic everyday.”

3. Fem-Centric Expertise
   SKIMS built its name on body-flattering, inclusive designs. By teaming up, Nike can fast-track that ethos rather than starting from scratch.

What’s in It for SKIMS?

1. Global Scale & Infrastructure
   Nike is one of the world’s largest sports brands—imagine the distribution possibilities for SKIMS, from flagship stores to online channels.

2. Men’s Market Potential
   SKIMS has dabbled in men’s products, but with Nike’s reach, it could become a serious contender in unisex activewear.

3. Brand Elevation
   Partnering with an iconic sports giant cements SKIMS’ reputation as more than a shapewear brand, positioning it right alongside top-tier athleisure names.

Where It Could All Go Wrong

1. Hype Over Substance
   If NikeSKIMS drops become limited-edition sellouts, the average woman seeking a reliable, stylish legging might feel excluded.

2. Pricing & Accessibility
   If it’s too pricey or too scarce, consumers will likely stick to Lululemon or Alo, which they already trust.

3. Performance vs. Aesthetics
   Nike’s credibility is rooted in function—if they skew too fashion-forward and neglect performance, the line might be dismissed as just another lifestyle brand.

Final Thoughts: An Insider’s Take

After nearly a decade on the inside, I can say Nike doesn’t typically do half measures. A public admission they’re struggling with women’s sales—and forging a new sub-brand—signals a sincere attempt to recapture that lost market. For Kim Kardashian and SKIMS, it’s a chance to prove they can dominate sports and activewear—not just make shapewear and lounge sets.

Will NikeSKIMS dethrone Lululemon overnight? Probably not. But if it strikes the right balance between minimal-luxe design and Nike’s renowned performance chops—while keeping products accessible—it could be the catalyst that finally draws female consumers back to the Swoosh. And wouldn’t it be something if Kim K turns out to be Nike’s secret weapon in bridging the fashion-performance divide?

What do you think? Is this partnership poised to shake up the athleisure landscape, or is it mostly headline fodder? Personally, I’m hoping for the former—because after seeing women drift away to Alo and Lululemon, it’d be nice to see Nike come back swinging for all of us.

Thanks for reading! Feel free to share your thoughts below or drop me a line if you’re as curious about NikeSKIMS’ potential as I am.