SKIMS Is Ready to Make An Impact In Basketball
Written by Jade McCrary
Kim Kardashian’s shapewear brand SKIMS is valued at $4 billion since its creation four years ago and just made its biggest pivot yet by expanding into sports.
SKIMS just dropped its first-ever men’s wearline and its first ad campaign had a number of athlete endorsers modeling the new products. We're talking top tier athletes including: Brazilian soccer star Neymar, Oklahoma City Thunder’s Shai Gilgeous-Alexander and San Francisco 49ers defensive end Nick Bosa.
Having a strong list of athlete endorsers was already a smart marketing initiative for a successful expansion line, but it didn’t stop there. SKIMS was also announced as the official underwear partner of the NBA, WNBA and USA Basketball. The brand will be featured across a variety of league platforms, from on-the-court signage showcased during broadcasted games to coverage on digital and social channels.
Could the NBA and WNBA capture new fans with SKIMS and Kim Kardashian’s influence? Whether you like her or not - there is no question how influential Kim K is and influencer marketing is the most effective marketing strategy today. Kim’s fans have already boasted how they just might watch the NBA and WNBA now.
Sports consumption has already shifted. The amount of sports fans watching full games has dwindled. Instead, fans want to watch highlights on social media and have a stronger connection with athletes by getting to know them more as people. The NBA and WNBA have a great chance to get Kim K’s fans connected to its players by strutting SKIMS in personalized content.
Gossip based media outlets have already released “The NBA Players We Most Want To See Strip Down To Their Kimmy Kakes Konceptualized SKIMS”. This is just one example of gossip, beauty and fashion outlets that usually don’t cover sports are already talking about the NBA.
Top WNBA players are already accomplishing so much on and off the court which gives fans so many reasons to support and follow them. If Kim K and SKIMS fans see WNBA players strutting SKIMS on and off the court, we could see a huge uptick in support for the WNBA. Top players like Chiney Ogwumike and Candace Parker are seen all over social media and have broadcasting deals with Turner Sports and ESPN. This comes at a perfect time since the WNBA is getting an expansion team in the Bay Area and there is so much conversation about how the WNBA needs to create more opportunities for its players.
Talent partnerships helps SKIMS menswear combat the challenge of gaining new male customers, as well. According to surveys, men are more likely to be brand loyal. Meaning, men who are already committed to underwear brands like Hanes and Calvin Klein are going to be hard to convert.
30% of men surveyed say they are loyal to apparel brands while only 16% of women surveyed say they are loyal to apparel brands.