Does Kim Kardashian save the ailing Nike from the abyss?

Nike’s quarterly figures were disappointing. The sports giant saw his turnover fall by ten percent and almost halve the winnings. The question now is: Can Kim Kardashian breathe new life into the brand?

Nike has been struggling with problems for years

Nike was hit hard by the trade war with China. The company got big blows in both production and sale. But apart from that, it has not been going well for a long time. The sales and profit have fallen three years in a row.

CEO Elliott Hill was taken out of his retirement last year to turn the tide. His strategy: more focus on physical stores and smaller stocks. But the most striking move is the collaboration with an unexpected partner.

Biggest influencer in the world

For the first time in history, Nike is working with another brand to launch a new label. That label is Skimsthe underwear line of Kim Kardashian. It is a striking choice: so far Nike mainly worked with top athletes, such as with the legendary collaboration with basketball player Michael Jordan.

That Jordans yielded Nike billions for years. But the sale is declining. With Kardashian, the company now hopes to tap new markets, especially among women. And that is not an illogical gamble.

Kardashians ex-Man Kanye West previously provided a billion euros in extra revenue at competitor Adidas with his Yeezy shoe line. But when he became discredited, Adidas had to stop that line. The result: 750 million euros loss and a stock of 1.2 billion in unsaleable shoes.

Launch skims x Nike still uncertain

Nike is gambling on Kardashian’s huge fan base to win market share again. She has hundreds of millions of followers on social media. Yet the project is still dressed in Nevelen. No new information has appeared since the announcement. Products, prices or launch data are still unknown.

In fact, the launch has been postponed. In the meantime, Kardashian seems to shift her priorities: she is expanding her fashion empire and is working on an acting career. For example, it was announced yesterday that she is playing a villain role in the new Bratz film. Whether Nike gets a supporting role is still the question.