In a spectacular marketing coup, Kim Kardashian's $4 billion Skims brand made an eye-catching debut on NBA courts during two marquee matchups — one featuring the Milwaukee Bucks against the Philadelphia 76ers and another with the Los Angeles Lakers taking on the Phoenix Suns.
The business mogul and reality TV star took to Instagram to celebrate the momentous occasion, showcasing the brand's logo etched on the hardwood floors. Kardashian astutely picked two of the most-anticipated early-season games to amplify her brand.
Notably, these games featured NBA titans like LeBron James, Giannis Antetokounmpo, and Kevin Durant, further amplifying the reach and recognition of Skims. Launched in 2019, the Skims brand initially focused on shapewear and women's clothing, but a recent expansion has seen the addition of a menswear line, launched on October 23, 2023.
The brand engaged high-profile athletes like soccer superstar Neymar Jr., NFL's Nick Bosa, and NBA's Shai Gilgeous-Alexander for its promotional campaign, effectively heralding Skims' foray into menswear.
Inclusive Menswear Launch
The brand, co-founded by Kim Kardashian, Emma Grede, and Jens Grede, already distinguishes itself with a focus on body positivity and inclusivity, and its menswear line is no exception.
Ranging from briefs and tanks to shirts, the line received overwhelming early success. According to reports, the brand raked in millions of dollars within minutes of its online launch, setting a new record for the company since its inception.
Kim Kardashian said, "The expansion into the menswear space is a major milestone for the brand, and a testament to Skims' commitment to providing solutions for everybody." Indeed, within minutes of going live, the website reportedly received 25,000 orders, amplifying her already staggering $1.7 billion net worth.
Jens Grede, the CEO and Co-founder of Skims, underscored the importance of expanding the brand’s scope to include menswear. According to him, men already make up 10% of Skims' consumer base, justifying the need for a dedicated menswear line.
The products in the new menswear line range from $20 to $80, and its resounding success adds another feather in Kardashian's already illustrious cap, proving once again that she has an unparalleled knack for business and publicity.