SKIMS, the prominent shapewear brand, has recently become the official underwear partner of the NBA, WNBA, and USA Basketball.
The partnership comes hot on the heels of the Kim Kardashian-founded brand announcing last week that it was entering the men’s category.
This strategic partnership aims to harness the influence of sports to promote SKIMS' new product lines. Fans can anticipate SKIMS making its presence felt at major basketball events very soon, such as the NBA All-Star and the NBA In-Season Tournaments.
Co-Founder, Kim Kardashian, who serves as the brand’s creative director, expressed her enthusiasm, stating, “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.”
Sports Pundit says:
The opportunity for SKIMS to be linked to the NBA and WNBA presents a clear opportunity.
The brand seeks to capitalise on the leagues' assets to establish credibility and recognition among new audiences, especially targeting the 66% of American men who identify as casual (35%) or avid (31%) NBA fans.
However, there is benefit for the NBA, WNBA, and USA Basketball that go beyond any sponsorship fee that they have received.
With 5.4 million followers on Instagram, SKIMS has already started to post about its partnership with the league.
This is exposing the NBA to a previously untapped female audience more inclined to follow celebrities like Kim or Kylie than athletes like KD or Kyrie. This partnership
also broadens the audience scope for many WNBA players, too.
In many respects, it’s not all that different from KSI and Jake Paul’s PRIME becoming the official hydration partner of the LA Dodgers or Bayern Munich.
There is a mutual benefit in trading one another’s attention – and attention is something SKIMS and the Kardashians certainly
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