SKIMS Named the Official Underwear Partner of the NBA

The brand will show up in “unexpected ways” at the league’s marquee events to drive further demand.

Fashion
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Kim Kardashian’s solutions-oriented underwear, loungewear and shapewear brand SKIMS has been named the official underwear partner of the NBA, the Women’s National Basketball Association (WNBA) and USA Basketball.

In the partnership, SKIMS will tap into the aforementioned basketball associations’ massive communities to generate excitement and demand for its product offerings in a new sector. Details on what exactly that will entail remain sparse; however, the brand stated that it plans to show up “in unexpected ways” at key events, including NBA All-Star and the NBA In-Season Tournament.

“I am incredibly proud of SKIMS partnership with the NBA, as it is a reflection of SKIMS growing influence on culture,” said Kardashian. “Together, SKIMS and the NBA will connect people of all backgrounds through fashion, sport, and talent, and I look forward to seeing the partnership thrive.”

Jens Greder, co-founder and CEO of SKIMS, added,  “The NBA’s modern approach and significant impact on pop culture, entertainment, and fashion is unparalleled in sports. Our partnership marks a remarkable opportunity for SKIMS and the NBA to work together on what it means to engage the next-generation of consumers and fans through basketball.”

The news comes after SKIMS launched its men’s division with a campaign starring NBA All-Star Shai Gilgeous-Alexander, as well as Neymar Jr. and Nick Bosa. The initial offering included three collections of everyday essentials, such as ultra-soft bottoms, tank tops and T-shirts.

“SKIMS has quickly become one of our most culturally-influential brands,” said NBA Commissioner Adam Silver. “We look forward to bringing NBA fans and SKIMS users unique experiences, new offerings and premium products through our partnership.”

Elsewhere, the BFC’s 2023 NEW WAVE initiative highlights backstage creative talent.

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