Kim Kardashian's SKIMS Becomes Official Underwear Partner of NBA, WNBA and USA Basketball

SKIMS' new venture introduces a "shapewear" category in sports for the first time, targeting both male and female audiences, as the brand signs marketing deals with prominent male athletes and plans to feature in marquee events like the NBA All-Star Game.

Kim Kardashian's multi-billion dollar shapewear venture, SKIMS, has become the official underwear partner of the NBA, WNBA, and USA basketball, marking the first time a "shapewear" category is introduced in sports.
Compared to Lululemon's successful entrance into the men's market, SKIMS' move into the same area is seen as a potential game-changer for what has been a stagnant men's underwear industry.
The partnership with NBA, often seen as male-focused, allows the league to partner with a strong female-focused brand, which probably resonates well with female audience and could introduce the NBA to a new audience of female fans.
The collaboration with NBA, WNBA and USA Basketball will offer SKIMS increased visibility through on-court signage during games, marketing on digital and social platforms, and exposure at marquee events including the NBA All-Star Game and the NBA In-Season Tournament.
SKIMS' partnership and its launch of men's line have been met with mixed reaction on social media, however, the consensus recognizes the strategic marketing genius of Kim Kardashian and her manager mother, Kris Jenner.