A Masterclass in Model Repositioning


In 2023, the sports activities attire market is predicted to generate greater than $213 billion in income, with the boys’s section driving the best market share.

A rising curiosity from customers in pursuing extra lively existence, together with well being and health targets, has led to a requirement for sports activities attire, together with athleisure put on. Sports activities tradition has additionally influenced vogue traits and kinds, which has helped increase the market. For instance, manufacturers like Nike and Adidas have been leveraging sports activities tradition and partnerships for years to scale their attain past simply sportswear and into mainstream vogue.

However there was one latest sports activities and vogue partnership that many didn’t see coming. Kim Kardashian-owned clothes model Skims just lately introduced its partnership with the NBA, WNBA and USA Basketball to be the official underwear for the leagues.

What makes this partnership sensible? Let’s take a more in-depth have a look at Skims’ multi-phase strategy behind the impactful partnership, and what entrepreneurs can study reshaping model positioning.

A strong kickoff

The partnerships with the basketball leagues gave Skims, a model primarily identified for being a ladies’s shapewear and loungewear firm, an entry level into the profitable sports activities attire market. For the basketball leagues, it was an opportunity to undertaking a extra fashionable and inclusive picture by partnering with a high-profile model that has a younger, various shopper group.

For all events, this partnership bridges gaps between two seemingly disparate audiences and creates alternatives to scale the manufacturers into new markets and demographics. It’s additionally an excellent instance of genuine model partnerships by manufacturers that acknowledge overlapping pursuits and the ability of diversification.

The week earlier than the NBA partnership was introduced, Skims launched its new males’s line. However the growth into menswear isn’t what made headlines that week; it was the launch marketing campaign that includes a few of the most recognizable faces throughout the sports activities business: soccer star Neymar Jr, 49ers defensive finish Nick Bosa, and NBA participant Shai Gilgeous-Alexander.

By partnering with these athletes, Skims established its males’s line as purposeful vogue. It’s not merely promoting underwear—it’s advertising and marketing a way of life.

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