Issue #58: Brand Bite of the Week
What does NikeSKIMS mean for both brands?
Hi! I’m back. I took last week off for no real reason except that it’s good for the soul. I’m in Michigan this weekend, visiting my sister at the University of Michigan. Technically it’s Mother’s Weekend at her sorority, but my mom had the flu, so my brother and I have stepped in for an impromptu ‘Siblings Weekend.’
For today’s Brand Bite, I’m breaking down the new NikeSKIMS brand and what it means for both Nike and SKIMS.
Brand Bite of the Week: NikeSKIMS 🏅
Earlier this week, Nike and SKIMS announced a new brand: NikeSKIMS. It’s intended to merge the best of both brands – Nike’s functional, sporty activewear and SKIMS’ innovative, stylish apparel for women – in one activewear line that will “disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes.”
The line will include activewear, footwear, and accessories, with products that are both “functional and flattering” to meet the needs of women athletes. The partnership is more than just a partnership – it’s a whole new brand. Apparently, just a few employees from both brands had been working on it for over a year before it was announced last week.
What Works
It’s no secret that Nike has been struggling recently, with a worryingly low share price just earlier this year. But over the last few months, a few smart moves have improved the brand’s outlook. Back in September, they brought in a new CEO – long-time Nike employee Elliott Hill – to revamp the brand. They also aired (what I thought was) an iconic Super Bowl ad, showcasing female athletes and an incredible Doechii voiceover in a spot called “So Win.“ By successfully demonstrating Nike’s obsession with sports and athletes, the ad reminded audiences of Nike’s true mission and ethos.
Now, with NikeSKIMS, Nike seeks to align with a trendy brand at the center of the cultural zeitgeist. By partnering with SKIMS, Nike can reach more women, who have increasingly flocked to newer activewear competitors like HOKA, On, Lululemon, etc.
For SKIMS, the partnership marks a big step towards becoming a huge global brand. Despite their recent challenges, it’s safe to say that Nike continues to be a household name in the activewear space – they’ve built long-term credibility rivaled by few other brands (okay, yes, there’s Adidas). It makes sense that SKIMS would want a piece of that credibility. Others have speculated that NikeSKIMS might even represent a near-future acquisition or IPO for SKIMS.
What Doesn’t Work
Skimming through the comments on this post, it’s clear that a lot of people are unhappy about the new brand. They feel like Nike’s mission sits in direct opposition to Kim Kardashian’s brand and empire.
There’s quite a bit of discourse from audiences who were hoping that Nike would continue to partner with and showcase real, authentic women, much like they did in their Super Bowl ad. NikeSKIMS does feel like a departure from the messaging in the Super Bowl ad, but the partnership also makes sense for both brands – SKIMS can align itself with one of the most credible brands in athletic wear, and Nike can align itself with one the most culturally-relevant, trendy brands among women right now.
What Can We Learn?
Somewhere along the way in the last few years, Nike lost the plot. Their products and campaigns felt distant from their original mission. But in the last few months, it seems like they came closer to finding it again – with Hill stepping in as CEO and as evidenced by their recent Super Bowl ad.
Now, in observing the public’s response to NikeSKIMS, it’s clear that audiences are confused. Who is Nike’s audience? What’s their mission? What are they all about? Nike is communicating pretty different messages through their Super Bowl ad and through the NikeSKIMS brand, when they should really stick to one. In my opinion, that should be their unrelenting commitment to enabling athletes to ‘just do it’ – a message that continues to inspire and motivate audiences. At the end of the day, Nike’s last few months have served as a good reminder to pick your brand’s mission and stick to it.
What do you think of the new brand? Let me know your thoughts in the comments! See you on Thursday. xx
I think Skims can really help Nike from a design perspective, and I do think this will be a massive success despite the early backlash. However, they missed a big opportunity for storytelling in the initial announcement teaser. The Instagram post quite literally says nothing, leaving so much up to misinterpretation. I do think there's a world where these brands make sense together, but they need to connect the dots for their audiences — let's hope that comes soon!
There's a LOT SKIMS can teach Nike, that can position them to better compete in women's apparel on fit and fabric. If they do it right. I wrote a longer take as well!