Skims x Nike: A Collaboration Dominating the Athleisure Industry

By Seldy Schiff

Branding Executive

When Skims and Nike announced their collaboration, it felt very fitting. Nike is one of the biggest names in sports and Skims has taken over athleisure. Both brands already dominate their own respective fields, but together they found a way to grab even more attention. Their campaign highlighted female athletes from schools like UCLA and University of Southern California (USC) at the center, which to me, is what made the collaboration stand out. 

Photo courtesy of Nike

Skims has already partnered with the WNBA, so featuring women in sports is not new for the brand. What makes this collaboration different is the decision to include female college athletes. Women at the college level rarely get the same coverage as professionals, even though their influence and followings are growing fast, especially in the NIL era. By including athletes from UCLA and USC alongside global stars like Serena Williams and Sha’Carri  Richardson, this collaboration spotlighted a group that deserves more visibility and gave the campaign a new energy.

NIL deals have changed everything for college sports. Athletes are no longer just  players, they are also influencers who carry credibility and relatability that big celebrities often lack. For decades, campaigns depended on pro athletes or entertainers to sell products. Now student athletes have the same opportunity, and their influence often feels more natural. By putting UCLA athletes in the campaign, Skims and Nike showed that the products are tied to performance, not just image. It sent the message that this line was not simply about looking good on social media, it was about being worn in real life.

This move also connected directly to Gen Z, the exact audience both brands want to capture. College athletes are the same age as the consumers Skims and Nike target, which makes them more approachable than supermodels or professional athletes who often feel out of reach. When you see a UCLA basketball or track athlete in the collaboration, it looks believable. You can picture yourself wearing it to class, to practice, or just walking around campus. That connection is what makes the launch work.

At the end of the day, this collaboration works because it gives female college athletes the attention they deserve. It is simple but smart. It tells a story about the cultural power of student athletes and how NIL turns them into some of the most valuable brand partners. Having the correct spokesperson at the forefront of the campaign is powerful, connecting the brand deeply to its audience. These sponsorship campaigns show how authenticity truly brings public relations to life.