We’re back with another round of, “you didn’t ask, but we have thoughts” about a brand partnership.

We know this was announced about a month ago – but it kind of flew under the radar. So, let’s talk about NIKE x SKIMS, which on the surface seems like an odd partnership. There may be a disconnect when considering a  a Gen Pop audience, but when we dove into the data women in the USA 18+ and then a look at women under 29 in the USA, it’s a more brand aligned partnership than we thought at first.

With all women 18+, Skims brings a bit of “shiny object” to the established Nike brand as SKIMS is perceived as GAINING IN POPULARITY and UNIQUE. Nike reinforces this with their high levels of perception of being INNOVATIVE, CREATIVE, AND COOL. We have a bit of concern about SKIMS being perceived as both UNAPPROACHABLE and ARROGANT. But they share TRENDY and STYLISH which might downplay the negative connotations of UNAPPROACHABLE (SKIMS only) and ARROGANT (shared).

What might be interesting is to look at this in the context of folks who are NIKE and/or SKIMS customers and their perceptions of both brands. We’re curious about the difference in brand perception we often find between customers/consumers and folks who are aware of the brand – but may not be customers. And how might the brand perception change if we looked at their core, most profitable, female customer base?

Is this opening a new market, amplifying with existing customers, or alienating loyalists?

What do you think?

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