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SKIMS, the fashion and shapewear company co-founded by Kim Kardashian, has launched a new campaign that brings WNBA stars to the forefront, coinciding with the kickoff of the women's basketball season. The move highlights the growing intersection of fashion and women's sports, emphasizing the marketability and appeal of athletes beyond the court.
The campaign features WNBA legend Candace Parker, who recently transitioned to a corporate role as the president of Adidas basketball after retiring from professional play. Joining Parker are Cameron Brink, the No. 2 pick in the 2024 WNBA Draft by the Los Angeles Sparks, and seasoned players like Kelsey Plum of the Las Vegas Aces, Skylar Diggins-Smith of the Seattle Storm and Dijonai Carrington of the Connecticut Sun.
The campaign, photographed by Hugh Wilson, has been launched just as the regular WNBA season is set to begin Tuesday, tapping into the league's growing popularity. Kardashian, also the chief creative officer of SKIMS, expressed her enthusiasm for the campaign.
“Championing women and women in sports is incredibly important to SKIMS,” Kardashian stated in a press release from SKIMS. “Our brand DNA is rooted in inclusivity, representation, and women's empowerment, which are values shared with the WNBA.”
The campaign marks another significant step for SKIMS as it continues to expand its influence in the sports world. Last fall, the brand became the official underwear partner of the NBA, WNBA and USA Basketball. The current campaign appears to respond to previous criticisms that SKIMS had overlooked female athletes in its promotions, particularly during the buzz of the NCAA tournaments.
WNBA stars integrate athleticism with fashion
Parker, reflecting on her participation, expressed her aspirations for legacy and empowerment.
“I’m thrilled to be included in the first-ever SKIMS WNBA campaign alongside this amazing group of rising stars and all-stars. As I move onto this next chapter in my life, I hope to leave the game in a better place and continue to be an example of what is possible both on and off the court,” Parker stated.
Brink also shared her enthusiasm for fashion and her admiration for the brand.
“It’s truly a dream come true to be working with a brand that I love so much,” Brink stated. “My fans know how much I love fashion. SKIMS has been an underwear staple in my wardrobe for years.”
The strategic alignment with high-profile athletes is not just a marketing move but a reflection of a broader shift in how female athletes are perceived and marketed. The growing power of the women's game and the star appeal brought by new and veteran players alike are increasingly recognized by major brands.
The SKIMS campaign capitalizes on the athletes' visibility and influence. For instance, Brink, with nearly 790,000 Instagram followers, is deeply engaged with fashion and lifestyle branding. Her presence at events like the WNBA orange carpet and collaborations with high-profile stylists like Mary Gonsalves Kinney highlight the integration of sports and style, per Vanessa Friedman of The New York Times. Similarly, Angel Reese, the No. 7 pick in the WNBA draft by the Chicago Sky, made headlines with her appearance in a custom-made gown at the 2024 Met Gala, solidifying the notion that today’s female athletes can also be fashion icons.
With SKIMS ranked 13th in the Lyst Index of most searched fashion brands in the first quarter of 2024, its continued partnership with sports organizations and athletes is likely to bolster its position in the market further
