SKIMS X Olympic Games
Written by Olivia Hollenbeck
Kim Kardashian is arguably one of the most well-known celebrities to our generation. Whether you like her, love her, or hate her… you know her. In 2018, Kim founded an underwear and shapewear brand, named SKIMS (Gomez). Kim has had multiple beauty lines and even owned a clothing store named Dash. However, none of those enterprises compare to the success that SKIMS has achieved since its founding. SKIMS is the brand that made Kim a Billionaire. The brand itself is worth $3.2 billion and Kim’s portion is worth $900 million (McEvoy).
SKIMS was a partner of the 2020 Summer Olympics, and is now the official underwear brand of the 2022 Winter Olympics taking place in Beijing (Frey). This continued partnership has created a lot more excitement this time around. When SKIMS partnered with the Olympics in 2020, SKIMS was just beginning to grow in popularity; the brand hadn’t yet created a cult following. However, SKIMS is currently the trendiest and hottest it has ever been and therefore partnering with the Olympics has only made the brand more buzz worthy. For those of us on the fashion side of Tik Tok, it is hard to scroll more than a few videos without the mention of the SKIMS for Team USA. The comments on every video are filled with heart eyes and compliments.
The SKIMS for Team USA line is intended to empower female athletes. As stated on the SKIMS Website, “this exclusive collection of sleepwear and loungewear was created in support and celebration of this generation of female athletes.” The clothing is modeled by household names such as, Snowboarder Chloe Kim and Speed Skater Maame Biney. The designs are in coordination with SKIMS most popular items such as the rib boxer and scoop tank. The normally plain clothing is adorned with a Team USA minimalist logo, remaining chic and true to the style of SKIMS. The designs are also for purchase to the general public, promoting support of the amazing female athletes representing Team USA in Beijing.
Sources:
https://www.cnbc.com/2021/11/09/skims-co-founder-emma-grede-on-deal-making-skills-supporting-women.html
https://people.com/style/kim-kardashian-skims-continue-team-usa-partnership-2022-winter-olympics/
https://www.forbes.com/sites/jemimamcevoy/2022/01/28/kim-kardashian-is-600-million-richer-after-shapewear-brand-skims-hits-32-billion-valuation/?sh=52d850370d61