Kim Kardashian’s shapewear brand, SKIMS, is taking its game to the next level with a new partnership with the NBA. The multi-year deal makes SKIMS the official underwear partner of the NBA, WNBA, and USA Basketball.
This partnership is a major coup for SKIMS, which has quickly become a go-to brand for celebrities and fashion-forward women. The NBA is one of the most popular sports leagues in the world (as if you didn’t already know), with a global audience of over 2 billion fans. By partnering with the NBA, the shapewear brand is positioning itself to reach a whole new generation of consumers.
“I am incredibly proud of SKIMS’ partnership with the NBA, as it is a reflection of SKIMS’ growing influence on culture,” Kardashian said in a statement. “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.”
The partnership will come to life in a number of ways. The shapewear brand will have a presence at marquee NBA events, such as the All-Star Game and the Finals. The brand will also have on-court signage during NBA and WNBA broadcasts, as well as exposure on the leagues’ social and digital platforms. In addition, SKIMS will be working with the NBA to develop new products and marketing campaigns that will appeal to the league’s fans.
This partnership is a win-win for both parties. Kardashian’s company will gain access to the NBA’s massive audience and marketing platforms, which will help the brand reach new customers and expand its business.
The NBA will benefit from SKIMS’ expertise in the shapewear and intimate apparel space, while also leveraging the well-known Co-Founder and Creative Director’s reach and influence, in order to connect with new fans.
This partnership is also a sign of a new era in sports marketing. Brands are increasingly looking to partner with influencers and celebrities to reach their target audiences.
The NBA’s partnership with SKIMS is a validation of Kardashian’s status as a cultural icon and her brand’s appeal to a diverse range of consumers — which now includes men (having launched their men’s department on October 26), specifically athletes.
