Kim Kardashian said she’s “incredibly proud” after her undergarment brand SKIMS landed a partnership with the NBA and the WNBA to be the official underwear partner of the league.
The 43-year-old reality TV star’s shapewear brand announced the multiyear partnership as the official underwear partner for The National Basketball Association, the Women’s National Basketball Association and USA Basketball, a press release from the NBA read.
“I am incredibly proud of SKIMS partnership with the NBA, as it is a reflection of SKIMS growing influence on culture,” Kardashian said. “Together, SKIMS and the NBA will connect people of all backgrounds through fashion, sport, and talent, and I look forward to seeing the partnership thrive.”
The NBA and Skims, the underwear brand from Kim Kardashian, announced Monday that they agreed to a multiyear partnership that will make Skims become the official underwear partner of the NBA, the WNBA and USA Basketball. https://t.co/FGrg4R3Hlc
— The Washington Post (@washingtonpost) October 31, 2023
“SKIMS has quickly become one of our most culturally-influential brands,” NBA Commissioner Adam Silver added. “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…”
The partnership will mean fans will see SKIMS in on-the-court signage showcased during broadcasted games along with coverage on social and digital channels, People magazine noted.
The reality star and business woman launched SKIMS in 2019 after the initial launch under the name Kimono generated a backlash for cultural appropriation, the outlet noted.
“Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life,” the star wrote on social media at the time. “What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public. I am always listening, learning and growing – I so appreciate the passion and varied perspectives that people bring to me.”
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“When I announced the name of my shapewear line, I did so with the best intentions in mind,” she added. “My brands and products are built with inclusivity and diversity at their core and after careful thought and consideration, I will be launching my Solutionwear brand under a new name. I will be in touch soon. Thank you for your understanding and support always.”
Since that time, Kardashian’s shapewear brand has become a billion-dollar company, valued at $4 billion as of this year, according to The New York Times.