In 2023, the sports activities attire market is predicted to generate greater than $213 billion in income, with the lads’s phase driving the best market share.
A rising curiosity from shoppers in pursuing extra energetic existence, together with well being and health objectives, has led to a requirement for sports activities attire, together with athleisure put on. Sports activities tradition has additionally influenced vogue traits and kinds, which has helped develop the market. For instance, manufacturers like Nike and Adidas have been leveraging sports activities tradition and partnerships for years to scale their attain past simply sportswear and into mainstream vogue.
However there was one current sports activities and vogue partnership that many didn’t see coming. Kim Kardashian-owned clothes model Skims not too long ago introduced its partnership with the NBA, WNBA and USA Basketball to be the official underwear for the leagues.
What makes this partnership sensible? Let’s take a more in-depth take a look at Skims’ multi-phase strategy behind the impactful partnership, and what entrepreneurs can find out about reshaping model positioning.
A strong kickoff
The partnerships with the basketball leagues gave Skims, a model primarily identified for being a ladies’s shapewear and loungewear firm, an entry level into the profitable sports activities attire market. For the basketball leagues, it was an opportunity to venture a extra fashionable and inclusive picture by partnering with a high-profile model that has a younger, numerous shopper group.
For all events, this partnership bridges gaps between two seemingly disparate audiences and creates alternatives to scale the manufacturers into new markets and demographics. It’s additionally an ideal instance of genuine model partnerships by manufacturers that acknowledge overlapping pursuits and the ability of diversification.
The week earlier than the NBA partnership was introduced, Skims launched its new males’s line. However the enlargement into menswear isn’t what made headlines that week; it was the launch marketing campaign that includes among the most recognizable faces throughout the sports activities business: soccer star Neymar Jr, 49ers defensive finish Nick Bosa, and NBA participant Shai Gilgeous-Alexander.
By partnering with these athletes, Skims established its males’s line as useful vogue. It’s not merely promoting underwear—it’s advertising a way of life.
