Kim Kardashian’s SKIMS: How the Viral Shapewear Brand Became a Billion-Dollar Fashion Phenomenon

Kim Kardashian’s $4-billion shapewear empire Skims is barreling into the sports world at full speed, leveraging a blockbuster partnership with the NBA, WNBA, and USA Basketball to cement itself as the definitive “official underwear” of pro hoops. The multiyear deal—a first-of-its-kind move for a fashion label—instantly puts Skims logos courtside, on broadcast backdrops, and across social media whenever basketball’s biggest leagues take the floor. It also opens the door to limited-edition capsules timed to the NBA All-Star Game, the WNBA Finals, and Team USA’s Olympic run, driving intense hype among both sneakerheads and style devotees. Why the NBA Wanted Skims • Audience overlap: Roughly 48 % of Gen Z hoops fans follow at least one Kardashian-Jenner on social, giving the league a direct line to a notoriously hard-to-reach demographic. • Commerce engine: Skims’ website recorded 70,000 orders in the first ten minutes of its men’s-line debut, proof that televised shout-outs could translate to immediate merchandise sell-through. • Inclusive message: The underwear range spans sizes XXS-5X for women and XXS-4X for men, echoing the NBA’s push to spotlight diverse body types in its global fan base. From Body-Positive Branding to Locker-Room Essential Since launching in 2019, Skims has traded on comfort, neutral tones, and viral social proof. The pivot to performance underwear—breathable micro-mesh boxers, moisture-wicking tees, and no-roll waistbands—targets athletes who previously defaulted to legacy sports brands. Oklahoma City Thunder star Shai Gilgeous-Alexander fronted the first men’s campaign, sharing ad space with rap icon Snoop Dogg and soccer phenom Neymar Jr.. The eclectic lineup signals Skims’ ambition to dominate every locker room, not just the NBA’s. Valuation Jumps on Men’s Launch Investor buzz followed quickly: private-equity firm Greenoaks and hedge-fund titan Lone Pine Capital led July’s $270 million Series C, pushing Skims’ valuation to $5.2 billion—up from $4 billion less than 12 months earlier. Analysts cite the men’s push as the catalyst: male shoppers now account for 23 % of site traffic, a figure expected to hit 35 % by the 2025 holiday season. SEO Spotlight: Key Phrases Trending With “Skims” • Skims NBA partnership • Skims men’s underwear release date • Kim Kardashian sports sponsorships • Official underwear of the NBA • Skims boxer briefs review Retail Pop-Ups and Limited Drops To maximize visibility, Skims is rolling out experiential pop-ups in four playoff-market arenas—Los Angeles, New York, Dallas, and Miami. Each shop will carry city-specific colorways and offer jersey-number customization, driving scarcity and social-media shares. Expect staggered drops during key broadcast windows to fuel FOMO and spike search volume. Consumer Reaction Early online sentiment shows a 71 % positive rating, according to Brandwatch social listening. Fans praise the inclusive sizing and soft fabrics, while critics question whether a celebrity brand belongs in elite sports. Industry insiders, however, point to past paradigm shifts: if Gatorade could edge out water as the sideline staple, Skims could just as easily redefine the baselayer category. What’s Next? • College NIL deals: Sources say Skims will court top NCAA hoopers with six-figure name-image-likeness packages, mirroring moves by Nike and Adidas. • International expansion: A dedicated EU e-commerce hub launches next quarter, cutting shipping times in half for Paris, Berlin, and Milan. • Tech innovation: Patent filings hint at graphene-infused fabrics promising 30 % better temperature regulation—potentially a game-changer for athletes in humid arenas. Bottom Line By merging celebrity clout, athlete credibility, and sports-league scale, Skims is positioning itself as more than a shapewear fad; it’s vying to become the default underwear brand for the global sports community. With the NBA megaphone behind it, expect search demand—and sold-out product pages—to soar well into the 2025 postseason and beyond.