The NBA revealed a multiyear partnership with Kim Kardashian’s viral underwear brand Skims on Monday. The company was named the official underwear partner of the NBA, WNBA and USA Basketball, paving the way for collaborative products and branding at events such as the NBA and WNBA All-Star games.
“I am incredibly proud of Skims’ partnership with the NBA, as it is a reflection of Skims growing influence on culture,” Kardashian said in a statement. “Together, Skims and the NBA will connect people of all backgrounds through fashion, sport and talent, and I look forward to seeing the partnership thrive.”
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Kardashian, Skims cofounder Jens Grede and NBA commissioner Adam Silver held the press announcement in Brooklyn Heights on a mockup of a peachy nude-colored Skims basketball court, with the iconic Brooklyn Bridge behind them.
“Skims has quickly become one of our most culturally influential brands,” Silver added. “We look forward to bringing NBA fans and Skims users unique experiences, new offerings and premium products through our partnership.”
The partnership announcement comes on the heels of the buzzy Skims Mens launch on Thursday. That new brand campaign, entitled “Every Body Is Wearing Skims,” featured NBA All-Star Shai Gilgeous-Alexander, Brazilian soccer player Neymar Jr. and San Francisco 49ers defensive end Nick Bosa.
Cardi B recently modeled the new Skims cotton collection, which generated more than $4 million in media impact for the brand. Both Kardashian’s and the Grammy-winning rapper’s social media posts about the campaign accounted for $806,000 of media impact value each.
Kardashian and brand consultants Jens and Emma Grede cofounded Skims in September 2019 to offer inclusive shapewear and underwear. In addition to the men’s collection, Skims has expanded into kids, loungewear, swimwear and apparel like fitted jersey dresses and plans to keep growing its offerings. The brand will open a Los Angeles flagship store in early 2024 and additional retail locations afterward. Skims held pop-up shops at Selfridges in London and Rockefeller Center in New York earlier this year.
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