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NikeSKIMS的新品宣发图
图源：SheKnows
2025年9月26日，耐克与金·卡戴珊（Kim Kardashian）旗下的Skims品牌正式推出合作系列，提供兼具功能性与时尚性的女性运动服饰。耐克希望通过与卡戴珊合作来提升女性运动服饰市场的销售额。
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Part 1. Nike为何要“与卡戴珊同行”？
SKIMS是美国最具影响力网红金·卡戴珊于2019年创立的服装品牌，其产品涵盖内衣、塑身衣、家居服、运动服饰等。SKIMS曾与Fendi、施华洛世奇等知名品牌合作，其品牌估值高达40亿美元，被《时代》杂志评为“最具影响力的公司之一”。
“SKIMS是一个以解决方案为导向的品牌，致力于打造新一代内衣、家居服和塑身衣。”图源：SKIMS官网
过去几年里，运动服饰与休闲服饰的界限日益模糊，疫情期间人们建立了以家居服为主的衣橱。然而，随着关税增加和消费者减少预算，Nike的销售放缓。同时，消费者也在寻找不同健身风格的产品。
在与《Vogue》的访谈中，卡戴珊表示，SKIMS与耐克之间的合作 “完全是水到渠成”。
"Skims is very body-oriented — we do swimwear, loungewear, shapewear — so our next evolution was that we really wanted to do activewear." she said.
她说："Skims以身体曲线为本——我们做泳装、家居服、塑形衣。所以我们的下一步的发展，自然是进入运动服领域。”
金·卡戴珊参加NikeSKIMS活动｜GC Images
“[It blends] Nike’s scale and consumer trust layered with Skims’s celebrity influence and trend-driven positioning,” MikaylaHopkins，head of marketing at Tracksuit said. “That mix of credibility and buzz positions the brand uniquely and is likely to capture consumer attention in a way that sets it apart from competitors like Adidas, Lululemon and Alo.”
营销专家Mikayla Hopkins表示：“NikeSKIMS将Nike的规模和消费者的信任，与 Skims 的明星效应以及潮牌定位结合在一起。可信度和话题度的组合，让NikeSKIMS十分独特，也更容易吸引消费者的注意，从而和 Adidas、Lululemon 以及 Alo 等竞争对手区分开来。”
时尚行业专家Jessica Ramirez 表示，女性正在大规模转向力量训练，各大品牌也在尝试相应地进行设计。
“We’ve seen [workout goals] going from becoming very skinny to being toned and having muscles without it taking away from femininity,” she said.
她说：“女性健身目标已经从追求极度消瘦，转向追求紧实的线条和肌肉感，但同时又不失女性特质。”
而NikeSKIMS 的设计和发布恰好迎合了这一趋势。
2025年9月24日，卡戴珊在纽约公共图书馆举行的NikeSKIMS“Bodies at Work”活动上鼓掌
图源：法新社
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Part2：NikeSKIMS的终极武器
9 月 26 日，NikeSKIMS在 Nike 和 Skims 官网同步开售，产品包含专为运动设计的运动内衣、连帽衫和紧身裤。
NikeSKIMS 覆盖七个不同系列，共有 58 种不同款型，提供超过 10,000 种搭配组合，让多样化的单品自由混搭。
卡戴珊穿着NikeSKIMS
图源：Hugh Wilson
The Matte collection offers 21 styles with mid-level compression, the Shine collection offers 11 styles with a subtle sheen and stretchy feel and the Airy collection offers seven breathable, mesh-inspired knit pieces.
Matte 系列提供 21 款中度塑形单品；Shine 系列提供 11 款带有微光泽感与弹性触感的单品；Airy 系列则提供 7 款透气的网眼灵感针织单品。
Skims三大核心系列
图源：NikeSKIMS系列页面
NikeSKIMS提供从XXS到4X的超强包容性尺码范围，产品定价从38美元至148美元不等。产品涵盖了运动内衣、背心、T恤、卫衣、短裤、紧身裤、长裤与运动配件等。
“Both Skims and Nike have really inclusive sizing, so we wanted to make sure that we would have a broad size ranging, and that everyone can feel good in what they’re wearing.”
卡戴珊说：“Skims 和 Nike 都提供非常包容的尺码范围，因此我们希望确保NikeSKIMS拥有广泛的尺码选择，让每个人都能对自己所穿的衣服感到舒适。”
NikeSKIMS官网尺码表
图源：NikeSKIMS
图源：NikeSKIMS
"You can wear some of the pieces out at night and look really great, or there’s super casual pieces strictly for working out,” Kardashian told Vogue. “I wanted people to feel like there was something for everyone."
卡戴珊向Vogue透露："有些单品你可以晚上外出穿着，时尚感十足；也有一些就是非常休闲，专门为运动设计的。我希望大家都能在这个系列里找到适合自己的服饰。"
卡戴珊穿着NikeSKIMS
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Part 3. NikeSKIMS是怎么讲故事的？
9月24日，NikeSKIMS在纽约公共图书馆，展开名为“Bodies at Work”的现场活动，合作单品在活动中首次亮相。
模特们身着NikeSKIMS，服装以棕色系为主，她们随着缓慢脉动的低音音乐进行同步表演。
NikeSKIMS舞者在纽约NikeSKIMS“Bodies at Work”活动中表演
图源：GETTY IMAGES
同名宣传影片《Bodies at Work》随线下活动同步上线。
“Bodies at Work”宣传片/ NikeSKIMS
卡戴珊家族掌门人克里斯·詹娜（Kris Jenner）和金·卡戴珊均出席此次活动 ——身着全黑低调服饰，搭配同款太阳镜。
卡戴珊家族亮相“Bodys at Work”活动
图源：GETTY IMAGES
Kardashian said：“This collection brings together cutting-edge performance with bold, style-forward design, empowering athletes — from elite competitors to everyday gym enthusiasts — to move effortlessly and conquer their goals with confidence.”
卡戴珊表示：“NikeSKIMS将顶尖运动功能性与大胆前卫的时尚设计融为一体，无论是顶尖专业运动员，还是日常健身爱好者，都能借助它自如运动，自信达成目标。”
The top athletes that NikeSkims tapped for their debut campaign.
NikeSKIMS 在首个宣传活动中邀请了顶级运动员。
"It feels like butter on your skin," Williams said of the collection via the press release. "I feel unstoppable when I’m training in it."
网球明星小威廉姆斯表示：“它贴在皮肤上的触感就像黄油一样丝滑。穿着它训练时，我感觉自己势不可挡。”
Serena William身穿NikeSIMS系列
图源：NikeSKIMS
“I’m an athlete, but I love fashion too. It’s important for me to express myself, and I love how wearing NikeSKIMS allows me to do that,” said Jordan Chiles, Olympic and world-champion gymnast. “I love the quality, how it moves with me and supports me in all the right areas. I feel sleek, comfortable and completely myself.”
奥运会及世界冠军体操运动员Jordan Chiles表示：“我是运动员，但我也热爱时尚。对我来说，表达自我非常重要，而穿上 NikeSikms 就能做到。我喜欢它的品质，喜欢它随着我的动作灵活伸展，并在关键部位给予支撑。我感到既利落又舒适，完全做回自己。”
奥运冠军Jordan Chiles的NikeSKIMS宣传照
图源：NikeSKIMS
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Part4. 市场买不买账？
Despite the powerful names attached, consumer response online has been mixed. Many expected bold innovation, but early previews looked similar to other athletic wear already on the market.
尽管有众多重磅人物加持，但该系列在网上的消费者反馈仍呈现两极分化。许多人原本期待能看到突破性的创新设计，然而从早期预览来看，其款式与市面上已有的其他运动服饰并无明显差异。
Comments included, “Nothing to see here… hard pass,” and “The visuals are great, but the pieces look no different than what either of the brands have released separately.”
网友评论包括：“没什么新鲜的…… 果断不买”，以及 “视觉效果确实不错，但这些单品看起来和两个品牌各自单独推出的款式没什么区别”。
NikeSKIMS宣传照
图源：NikeSKIMS
消费者还对定价提出了质疑。尽管该系列定价未达奢侈品级别，但 38 至 148 美元（约合人民币 275 至 1065 元）的价格区间，仍使其定位高于平价品牌。部分粉丝坦言，系列的视觉呈现确实出色，但表示不会为该系列 “花这笔冤枉钱”。
This fizzle of a launch is surprising. Even online, only a few of the items sold out.
此次产品发布的平淡收场令人意外。在线上渠道，也仅有少数几款单品售罄。
当NikeSKIMS进入线下商场时排队购买
图源：Olga Ginzburg
“Of course, women have the right to present themselves sexually if they choose. But when elite athletes present themselves sexually, the implications ripple outward into sexualisation of sportswomen.”
还有人对该系列宣传照表示不满，评论指出：“当然，女性有权选择以性感的方式展现自我。但当顶尖运动员以性感形象示众时，其影响会向外扩散，进而导致女运动员被 ‘性化’。”
运动员身穿NikeSKIMS｜NikeSKIMS
For the SKIMS superfans, however, none of that mattered. From Hudson Yards to Westchester, SKIMS loyalists showed up ready to snap pics, stake claims, and make sure they didn’t leave empty-handed.
但对于SKIMS的铁粉而言，这些都无关紧要。从哈德逊城市广场到威斯特彻斯特，SKIMS 的忠实拥护者们纷纷现身 —— 拍照打卡，占位，誓要满载而归。
Engy Noeman（左起）、David Paguay和Michael Pina不远万里来到耐克创新之家只为获得新的NikeSKIMS产品
图源：Olga Ginzburg
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Part5. NikeSKIMS 能否助力耐克重占行业龙头？
Nike's innovation aligns with a broader industry trend: legacy brands partnering with disruptors to meet evolving consumer demands.
耐克的创新契合了更广泛的行业趋势：传统品牌与颠覆性新兴品牌合作，以满足不断变化的消费者需求。
NikeSKIMS直接向Lululemon在高端运动服装领域的主导地位发起挑战。此次合作还利用了 Skims 活跃的线上受众群体，这是Lululemon一直难以完全覆盖的人群。
然而，NikeSKIMS 也面临挑战。2024 年，Lululemon 在美国女性运动服市场占有 13.7% 的份额，这反映了其强大的品牌忠诚度。
不过Lululemon今年第二季度的美国市场销售额同比下降了 4%。分析师Neil Saunders将Lululemon在美国市场的表现不佳部分归因于竞品抢占了其市场份额。
“Our data suggest that even relatively loyal Lululemon shoppers are broadening their repertoire, increasingly willing to try alternative brands.”
Saunders 表示：“数据显示，即使是相对忠实的Lululemon消费者也在扩大他们的选择范围，越来越愿意尝试其他品牌。”
Nike must prove that its collaboration is not merely a marketing stunt but a sustainable brand-building effort.
耐克必须证明，这次与Skims合作不仅仅是营销噱头，而是可持续的品牌建设行动。
｜结尾
你认为NikeSKIMS能否为耐克重新撬动女性运动服装市场？你会考虑购买其中的单品吗？我们期待在评论听到你的声音！
原文链接：
https://www.glossy.co/fashion/how-nikeskims-aims-to-win-in-the-crowded-activewear-space/
https://news.google.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?hl=en-US&gl=US&ceid=US%3Aen
https://www.vogue.com/article/kim-kardashian-nikeskims-collection-debuthttps://www.forbes.com/sites/pamdanziger/2025/09/23/long-awaited-nikeskims-launches-to-reignite-nikes-womens-business/
https://skims.com/en-cn
https://skims.com/en-hk
https://people.com/kim-kardashian-launches-first-nikeskims-collection-11814885?utm_.com
https://www.nike.com/size-fit/nikeskims-clothing
https://skims.com/en-hk/collections/nikeskims?direction=next&cursor=eyJsYXN0X2lkIjoxMDI0Njg2ODUwMDgzMywibGFzdF92YWx1ZSI6IjEyeGY1azhyZzVvIiwib2Zmc2V0IjoxMX0%3D
https://www.vogue.com/article/kim-kardashian-nikeskims-collection-debut?utm_.com
https://www.brandinginasia.com/nikeskims-debut-collection-celebrates-women-athletes-with-bodies-at-work-campaign/
https://wwd.com/pop-culture/culture-news/kim-kardashian-nikeskims-presentation-nyc-1238221950/#respond
https://people.com/kim-kardashian-launches-first-nikeskims-collection-11814885?utm_.com
https://observer.co.uk/news/opinion-and-ideas/article/kim-kardashians-new-range-is-designed-for-women-to-be-ogled-not-to-excel-in-sport?utm_.com
https://nypost.com/2025/09/26/lifestyle/nike-x-skims-launch-fizzles-in-nyc-kim-k-collab-doesnt-draw-big-crowds-or-big-raves/
https://creators.yahoo.com/lifestyle/story/heres-why-customers-are-unimpressed-with-kim-kardashians-skims-partnership-with-nike---nothing-to-see-here-143921590.html
https://www.ainvest.com/news/nikeskims-disruptive-force-premium-activewear-investment-implications-2509/
编译｜冯心昱、周佳一、金兰祎、刘依雯、曲可筱
排版｜冯心昱、曲可筱