Nike and SKIMS: The Collab That Whispered Instead of Roared

When Kim Kardashian’s SKIMS joined forces with Nike for their highly anticipated collaboration, many expected New York City to erupt in shopping frenzy. Instead, the launch on Friday morning at Nike’s Fifth Avenue flagship and the SKIMS store across the street was met with surprisingly modest crowds. By 8 a.m., only three dedicated shoppers waited outside Nike, while SKIMS attracted just two early birds. Even as the morning progressed, the lines grew to merely 40 people at each location by 9:40 a.m.—a stark contrast to the overnight campouts and block-long queues typically associated with hyped product drops in Manhattan. The muted response raised eyebrows, especially considering the marketing muscle behind what both companies described as not just a collaboration but “a whole new brand” designed to “redefine women’s activewear without compromise.”

Despite the underwhelming turnout, those who did show up demonstrated genuine enthusiasm and loyalty. Nicole Marie Vee, a 23-year-old who traveled from Hudson Yards to the SKIMS flagship, arrived at 9 a.m. and found herself just third in line. “Kimberly is going to take too much of my money today,” she laughed, explaining that she had abandoned a virtual cart full of items the night before, preferring to experience the in-store purchase. She particularly coveted the maroon “wine” sets that models had showcased at the New York Public Library pop-up. Other early shoppers came with clear missions: David Paguay drove from New Jersey with friends specifically to “physically go in the store and take pictures while buying the items,” while Namon Johnson, first in line at SKIMS after arriving at 7 a.m., was shopping for his partner. “My lady wants these new items as badly as everyone else wants them,” he explained, eyeing a burgundy jacket and gray zip-up that would make her happy.

The shoppers’ store preferences revealed interesting insights about brand perception. Diana Marinez, who traveled from Westchester and secured the second spot in line at SKIMS by 8:30 a.m., chose that location over Nike because “shopping at SKIMS just feels like a girlier, more aesthetically-pleasing experience,” even though identical merchandise was available at both locations. Engy Noeman, who accompanied Paguay from New Jersey, praised SKIMS’ durability, noting she had been “putting their gear through the wringer for years.” Meanwhile, Michael Pina highlighted what has become one of SKIMS’ strongest selling points: inclusivity. “The size range of SKIMS makes it stand out. A lot of other brands don’t even go up to 2X,” he observed. This focus on accessibility across body types has been central to Kardashian’s brand identity since its inception, making the Nike partnership particularly intriguing for consumers seeking both performance and inclusivity in activewear.

The ambitious collaboration encompasses 58 silhouettes across seven collections, ranging from leggings and bras to cargo pants and layering pieces. Marketed as a complete “system of dress,” the line promises to transition seamlessly from workout to leisure activities—or as Kim herself stated in the press release, to “empower athletes” whether they’re “running a marathon or just running errands.” The aesthetic combines SKIMS’ signature neutral palette with pops of color like “currant” (maroon) and features both matte compression basics and glossier “statement” pieces. The global rollout positioned NikeSKIMS as more than a limited-edition drop; instead, Nike plans to maintain it as an ongoing brand within their portfolio, suggesting a long-term commitment to this fusion of athletic performance and shapewear sensibility.

However, when The Post reporter Marissa Matozzo tested eight pieces from the collection, the results were decidedly mixed. The Side Snaps Pant in “currant” ($108) earned praise for comfort and flattering fit, explaining why it quickly sold out. Similarly, the Cami Longline Bra ($58) stood out as “supportive, flattering, and easily the MVP of the tops.” But many items fell short of their premium price points and lofty promises. The V-Line 26″ Legging ($118) drew criticism for its unnecessary “crotch-arrow seams” and “thong spotlight” design elements that seemed more focused on “butt emphasis” than athletic functionality. The Double Strap Scoop Bra ($58) proved so tight on a 36D frame that the reporter joked “the Jaws of Life were nearly needed to get out of it,” while offering “four pointless straps, zero adjustability and a weird layered under-piece.”

Perhaps most damning was the assessment of the Shiny Nylon Cargo Pant ($118), which the reporter described as resembling “a mad mashup between MC Hammer’s tragic ’80s cargo pants and a painter’s tarp.” These “Hefty bag-esque” pants not only looked questionable but also tore at the waistline when the cords were adjusted—a quality issue that seems particularly problematic for items marketed as premium activewear. The Shine High Neck Zip-Up Bra ($64) similarly prioritized aesthetics over function, offering “zero support, all sizzle.” This pattern of style superseding substance raised questions about whether the collaboration truly delivered on its promise to create functional activewear that would “empower” women during physical activities, or whether it was primarily designed for social media moments and lounging. As the reporter wryly noted, unless “butt emphasis” counts as “athletic empowerment,” many pieces seemed more concerned with the Kardashian-approved look than genuine performance capabilities.