Nike Is Partnering With Kim Kardashian to Take on Lululemon. Can It Make the Stock a Winner?

Core Insights - Nike's new partnership with Skims is seen as a strategic move to revitalize its brand and product offerings, particularly in the women's athletic apparel market [1][6][7] Company Strategy - CEO Elliott Hill has shifted Nike's focus back to innovation in performance footwear and apparel after a previous overemphasis on lifestyle products [1][2] - The partnership with Skims aims to combine performance and style, launching a new women's brand called NikeSkims, which is expected to set a new standard in the fitness and activewear industry [3][4] Product Launch - The new collection features four styles: Matte, Shine, Airy, and Vintage Seamless, utilizing Nike's Dri-Fit technology, and offers over 10,000 different looks available online and in flagship stores [3][4] - The marketing campaign includes prominent Nike athletes, enhancing brand visibility and appeal [4][5] Market Position - This collaboration allows Nike to better compete in the women's athletic apparel market against brands like Lululemon and Fabletics, addressing a previously identified weakness [4][5] - The partnership is expected to leverage Kim Kardashian's brand influence and Nike's manufacturing capabilities to expand market reach [6][7] Financial Outlook - Nike is set to report fiscal first-quarter earnings on September 30, with analysts predicting a revenue decline of 5.2% to $11 billion and earnings per share dropping from $0.70 to $0.27 [8][9] - Despite recent challenges, Nike's stock has increased over 30% since April, indicating potential recovery as the company anticipates sales growth [8][10]