HomeBasketballNBA partners with Kim Kardashian’s Skims as official underwear sponsor

NBA partners with Kim Kardashian’s Skims as official underwear sponsor

NBA partners with Kim Kardashian’s Skims as official underwear sponsor

Skims, the shapewear brand founded by reality TV juggernaut Kim Kardashian, has just inked an extensive multi-year sponsorship deal with the National Basketball Association (NBA).

This partnership designates Skims as the official underwear sponsor for the NBA, the Women’s National Basketball Association (WNBA), and USA Basketball, solidifying its presence in one of the world’s biggest sports. Under the agreement, Skims will enjoy heightened visibility through various media channels on the league’s platforms and on-court virtual advertisements during national NBA and WNBA broadcasts.

The collaboration will extend to some of the most prominent events on the league’s calendar, including the NBA and WNBA All-Star weekends and the NBA’s in-season tournament taking place in December. Skims will participate in the WNBA Live and the USA Basketball Showcase, which includes exhibition matches featuring the USA men’s and women’s national teams.

“Skims has quickly become one of our most culturally influential brands,” NBA Commissioner Adam Silver enthused.

“We look forward to bringing NBA fans and Skims users unique experiences, new offerings, and premium products through our partnership.

“Together, Skims, the NBA, WNBA and USA Basketball will leverage the power of basketball to generate excitement and demand, by showing up in unexpected ways.”

This collaboration comes on the heels of Skims’ recent release of its debut men’s collection, featuring the dynamic Oklahoma City Thunder player Shai Gilgeous-Alexander, alongside prominent sports figures like Brazilian soccer star Neymar and American football sensation Nick Bosa.

Since its inception in 2019, Skims has broadened its horizons, originally specialising in shapewear for women and later expanding into loungewear and now men’s underwear. In July, the brand announced a $270 million funding round led by investment management firm Wellington Management, signifying its remarkable growth trajectory.

“The NBA’s modern approach and significant impact on pop culture, entertainment, and fashion is unparalleled in sports,” Jens Grede, Skim’s co-founder and CEO, remarked.

“Our partnership marks a remarkable opportunity for Skims and the NBA to work together on what it means to engage the next generation of fans through basketball.”

The NBA’s in-season tournament, introduced as part of the league’s new collective bargaining agreement (CBA) signed in June, is another exciting development. Similar to well-known European soccer competitions like England’s FA Cup or Spain’s Copa del Rey, the tournament comprises two stages: a group stage and a knockout stage, with all 30 NBA teams participating in the initial group stage.

During this stage, regular season games are designated as tournament fixtures. The top eight teams will advance to the single-elimination knockout stage, determined by their performance during the group stage, culminating in the crowning of a champion. Players on the four final teams will receive financial compensation, and all games except the championship match will be incorporated into the 82-game regular season schedule.

Image credit: WireImage for SKIMS

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