2024 was a harmful year for many brands, including Nike. The sports equipment supplier has seen its popularity rating falling high v … to reconnect with success, it therefore decided to create a whole new brand alongside this controversial celebrity.
On February 18, Nike made an ad having a tidal wave. Internet users were unleashed on their keyboard, ink has flowed in magazines around the world, Fashion Sphere and the financial markets have crashed. In question? The creation of a new brand with such popular and controversial celebrity. Obviously, this launch is not trivial: its objective is to take out the claw from the kneader.
2024 was a complicated year for the label with a quirky comma. Whoever is used to victory had several defeats last year: turnover was less good than hoped; The course of action drastically dropped with, on June 28, 2024, a historic level never reached for 4 years in all markets (from 94.19 to 75.37 dollars the next day on the European market, or -20%).
To rebuild itself, the American giant then tried everything: higher financial investments in the Paris Olympics than to other games, new CEO … in vain: Nike continues to lose points in the face of competitors who gain ground. You just have to see on the side of the modosphere to be certain. Samba,, Gazelle : the sneakers that punctuated the 2024 trends were almost all signed adidashis sworn enemy.
Last unexpected chance: Create a brand with an old reality show, which has become famous with an olé-Ole video, for whom the well-tied scandal no longer has any secrets. The latter demonstrated by A + B that she was an inveterate businesswoman by launching several successful brands … I appointed Kim Kardashian. A way to find a trendy image thanks to a fashion icon known to launch them … but not only.
The brand co-created by these two Sportswear fashion names will be called Nikeskims. It will offer clothing, shoes and sports accessories designed for all women, whatever their size or sporting practice: a female market of choice that Nike already addressed, but on which it did not capitalize. As proof, in 2024, sales of women products represented only 21% of turnover, against 50% for the men’s segment (Statist).
Combine with Kim Kardashian and his brand Skim is also a way for the giant to conquer an ultra -popular market, carrying in terms of turnover, on which it has not yet been installed: sculpting clothes and the Shapewear. An Eldorado in which all the trendy sports brands have launched and which is today their financial success – Lululemonthe first.
If he has always bet on performance – evidenced by his slogan “Just do it” – He now intends to meet another need expressed by women who play sports: feeling beautiful in their outfit.
An exchange of good processes which will give everyone the legitimacy he was missing: Kim will enjoy the “technical” deposit necessary in the world of sport, Nike will gain credibility on the “inclusiveness” aspect.
The sports equipment supplier began the new year of the heads in the head and sneakers in his feet. And a priori, this strategic choice has already borne fruit: the action of Nike jumped 6% between February 14 and 18, going from 73.04 to 77.59 dollars. Last chance to become trendy again? Response to spring, at the time of launch.