Kim Kardashian’s clothing line, Skims, has just announced a huge multiyear partnership with the NBA, WNBA, and USA Basketball as the official underwear partner. This ground-breaking partnership will be promoted in a variety of ways, including on-court virtual signage during national broadcasts, the leagues’ social and digital platforms, and of course, at marquee events.
Combining the best of today’s popular culture
After successfully expanding into men’s fashion, Skims is now making a name for itself in the world of professional sports. The partnership between Skims and the NBA is being hailed as a watershed moment because of how seamlessly it merges the worlds of fashion, entertainment, and sports. Marketers are increasingly interested in capitalizing on this convergence of consumer touchpoints.
As one of the most culturally significant brands, Adam Silver, Commissioner of the NBA, is thrilled by the partnership. According to him, “We look forward to bringing NBA fans and Skims users unique experiences, new offerings, and premium products through our partnership” .
Exposure at the Highest Level of Sporting Events
Skims will have a significant presence at a number of major sporting events over the course of the multiyear agreement. The NBA All-Star Game, NBA In-Season Tournament, WNBA All-Star Game, and USA Basketball Domestic Exhibition Tour are all places where fans can see Skims featured.
Digital Integration and On-Court Virtual Billboards
The relationship between Skims and the NBA and WNBA is more than just a sponsorhip. Millions of people will be exposed to the brand as they watch the games thanks to the virtual signage displayed on the court. Moreover, Skims will interact with fans and consumers through the power of social media and digital platforms to produce an unprecedented level of immersion.
A Watershed Moment for Men’s Clothing: Skims
The introduction of menswear by Skims is a major step forward for the company. Skims saw an opportunity to meet a growing demand when it realized that men made up more than 10% of its existing customer base. There was a massive advertising campaign for the release of Skims Men called “Every Body is Wearing Skims,” and it featured famous athletes from basketball, football, and soccer.
Kim Kardashian, Skims’ creative director, recently spoke positively about the company’s transition into menswear. According to her, “The expansion into the menswear space is a major milestone for the brand, and a testament to Skims’ commitment to providing solutions for everybody”.
Skims’ Incredible Development and Market Value
Skims has seen exponential growth and success since its 2019 inception. Following a successful Series C funding round in July, the company’s valuation increased to an astounding $4 billion. Skims is rapidly becoming a fashion industry powerhouse, with forecasted net sales of $750 million in 2023.
See first source: Marketing Dive
What is the new partnership announced by Skims?
Skims has entered a multiyear partnership with the NBA, WNBA, and USA Basketball to become their official underwear partner, involving various promotional strategies across national broadcasts and digital platforms.
How will the partnership be promoted?
The partnership will be promoted through on-court virtual signage during national broadcasts, across the leagues’ social and digital platforms, and at major events like the NBA All-Star Game and WNBA All-Star Game.
Why is this partnership considered ground-breaking?
This partnership is hailed as ground-breaking as it seamlessly merges the realms of fashion, entertainment, and professional sports, creating a convergence of consumer touchpoints.
What does Adam Silver, Commissioner of the NBA, say about this partnership?
Adam Silver expressed excitement for the partnership, anticipating unique experiences, new offerings, and premium products for NBA fans and Skims users.
What major sporting events will feature Skims as part of this partnership?
Major sporting events like the NBA All-Star Game, NBA In-Season Tournament, WNBA All-Star Game, and USA Basketball Domestic Exhibition Tour will feature Skims.
What’s unique about the digital integration between Skims and the NBA/WNBA?
The partnership includes on-court virtual signage and engagement on social media and digital platforms, creating an unprecedented level of brand exposure and interaction with fans.
How significant is the introduction of menswear by Skims?
The introduction of menswear is a major milestone for Skims, catering to the growing demand observed from the male customer base, and showcased in a massive advertising campaign featuring famous athletes.
What did Kim Kardashian say about Skims’ expansion into menswear?
Kim Kardashian termed the expansion as a major milestone and a testament to Skims’ commitment to providing solutions for everybody.
How has Skims grown since its inception?
Since its 2019 inception, Skims has seen exponential growth with a valuation increase to $4 billion post a successful Series C funding round, and it’s rapidly emerging as a fashion industry powerhouse.
What are the forecasted net sales for Skims in 2023?
Skims is anticipating net sales of $750 million in 2023, reflecting its incredible development and market value.
Featured Image Credit: JC Gellidon; Unsplash – Thank you!