In partnership with

Find Best Apps for eCommerce || Newsletter

Nike x Skims: A Power Move in Women's Athletic Wear

In a bold new partnership, Nike and Skims are launching NikeSkims, a brand that blends performance and style in women’s athletic wear. The first collection is set to launch in select stores and online this spring, with plans to expand globally next year.

NikeSkims will offer apparel, footwear, and accessories in extended sizing, designed to support women across all levels of athleticism—from elite athletes to everyday movers.

A Strategic Partnership

Nike has been investing in women’s sportswear for years, refining its sneaker lineup and optimizing its leggings and bra offerings. Now, by collaborating with Skims and its highly influential co-founder Kim Kardashian, Nike is tapping into a massive consumer base that values both fashion and functionality.

Since launching in 2019, Skims has grown into a billion-dollar brand, expanding into menswear and securing major deals like becoming the official underwear partner of the NBA, WNBA, and USA Basketball. The brand has also worked with high-profile athletes in its marketing campaigns.

What Makes NikeSkims Different?

According to the official announcement, NikeSkims aims to "enhance the body's natural form" while providing performance-driven support. Kim Kardashian emphasized the shared values behind the partnership, stating:

For Nike, this collaboration aligns with its broader mission of expanding its presence in women’s sportswear. Amy Montagne, VP and GM of Nike Women’s, highlighted that:

A Turning Point for Nike?

Nike’s women’s division has been a major focus for years, but the company is currently facing challenges. Under new CEO Elliott Hill, Nike is working to:

• Win back younger shoppers, who have shifted to competitors.

• Reinvest in brand storytelling, after years of relying heavily on direct-to-consumer (DTC) sales.

• Strengthen wholesale partnerships, a crucial move after over-prioritizing DTC channels.

NikeSkims could be a fresh start, blending Nike’s sports heritage with Skims’ cultural influence. If successful, it could set a new standard for how performance and lifestyle brands collaborate in the future.

Final Thoughts

Amazon’s search experiment and the NikeSkims launch highlight a new era of retail innovation. One is changing how we discover products online, while the other is reshaping the intersection of fashion and performance wear.

Both moves signal a shift toward greater personalization, convenience, and consumer-driven experiences. Whether these initiatives thrive will depend on how shoppers respond—but one thing is clear: the future of retail is being redefined right now.

Would you try NikeSkims? And do you think Amazon’s search update will benefit brands? Hit reply and share your thoughts!

Unlock New Growth on Amazon

Growing on Amazon takes more than great products—it’s about getting in front of the right shoppers. With affiliate marketing, you can:

✅ Drive high-quality traffic – Reach shoppers off Amazon by partnering with 8K+ vetted publishers, affiliates, and influencers.
✅ Control your commissions – Set CPA or CPC by product or creator to maximize ROI.
✅ Boost organic rankings – Amazon rewards external traffic with better search visibility and a 10% kickback.

Download the Guide

Amazon's Search Experiment: A New Era of Shopping?

Amazon is testing a groundbreaking feature that could reshape how shoppers find products on its platform. The retail giant recently announced that select search results will now display products Amazon doesn’t sell, linking directly to the brand’s website.

Currently in beta, this new search function is available to a limited number of U.S. customers using the Amazon Shopping app on iOS and Android. If an item isn’t sold on Amazon, users will see a notification and a link to purchase directly from the brand’s site. According to Rajiv Mehta, Amazon’s VP of Search and Conversational Shopping, the company plans to expand this feature based on customer feedback.

Why This Matters

Amazon has always aimed to be the one-stop shop for everything. But as AI transforms product discovery, the company is taking a more open approach, helping shoppers find exactly what they need—even if it’s outside Amazon’s ecosystem.

This move could benefit both customers and brands. Consumers get a seamless experience, while brands gain traffic to their own sites, managing payments and orders directly. Some may also integrate Buy with Prime, allowing them to offer Amazon’s signature fast shipping benefits.

Amazon’s search function has been evolving rapidly, incorporating visual and generative AI. Recent enhancements include:

• A redesigned AI-powered customer service chatbot, which improved customer satisfaction by 5%, according to CEO Andy Jassy.

• Visual search upgrades, helping users find products faster and more accurately.

• A broader product selection, including premium brands like Estée Lauder and Oura Rings, as well as budget-friendly collections like Amazon Haul, featuring items under $20.

The Bigger Picture

Amazon isn’t alone in using AI to refine search and personalization. Competitors like Google, Walmart, Wayfair, and ThredUp are also leveraging AI for better product recommendations, curated shopping experiences, and interactive chatbots.

By testing external product links, Amazon is acknowledging that shoppers value convenience over exclusivity. Whether this feature will become a permanent part of its platform depends on how brands and customers respond—but it’s a strong indicator of the future of eCommerce.