'There is a lot riding on the deal for both sides'

A shopper carries a Nike bag across the street in San Francisco, California.

Nike 'is also a fashion company, something that is often overlooked'

(Image credit: David Paul Morris / Bloomberg via Getty Images)

published 20 February 2025

'Kim Kardashian can shape Nike's recovery'

Andrea Felsted at Bloomberg

Nike's deal with Kim Kardashian's Skims is the "latest effort" by Nike to "reconnect with the consumers — and stores" it previously "abandoned," says Andrea Felsted. This "should give investors confidence" that Nike's new CEO "is beginning to turn the juggernaut." And "Nike, like rival Adidas, is also a fashion company, something that is often overlooked." With "Skims, which has pioneered bodycon styles in flesh-colored tones, it has the chance to create garments or sneakers, that move out of the gym to become fashion favorites."

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Justin Klawans has worked as a staff writer at The Week since 2022. He began his career covering local news before joining Newsweek as a breaking news reporter, where he wrote about politics, national and global affairs, business, crime, sports, film, television and other news. Justin has also freelanced for outlets including Collider and United Press International.