In an unexpected move, Kim Kardashian's SKIMS brand has teamed up with the NBA, catapulting her lingerie line into a new arena. Yet, as is customary with all things Kardashian, the announcement has generated more than just fanfare. Social media erupted with both support and skepticism, with naysayers questioning the synergy between the fashion brand and the basketball leagues.
While Kardashian, a media magnate and businesswoman, enthusiastically revealed her SKIMS brand's partnership with both the NBA and WNBA on Instagram, critics flocked to X (formerly Twitter) to voice their apprehensions. The news came shortly after the debut of SKIMS Men's, an extension of Kardashian's established shapewear brand.
"We gotta boycott the NBA now," one user declared sharply, while others inquisitively pondered, "Who allowed this?" Some online jesters couldn't help but recall the infamous "Kardashian curse" once linked with athletes associated with the family, quipping about its ironic twist, "Now they're wearing her underwear."
Despite the vocal doubters, there's no denying Kardashian's knack for creating buzz and expanding her business empire. From dressing Team USA at the Tokyo Olympics to venturing into men's wear, SKIMS has rapidly evolved since its 2019 launch. Kardashian herself attributed the male line's creation to overwhelming demand, noting the influx of men intrigued by the brand's offerings.
Yet the question lingers: is this a fitting marriage between brand and basketball? Critics on X didn't shy away from quips about the association, with one user humorously pondering the very necessity of an "underwear partner." Still, amid the wave of sarcasm were acknowledgments of Kardashian's strategic acumen. "Say what you want about Kim Kardashian... But she is really about her business," observed one user.
The celebrity community weighed in too. Actress Alyssa Milano was swift to applaud Kardashian's venture, commending her with an Instagram note that read, "This is awesome. Congrats."
Indeed, the multi-faceted Kardashian, who transitioned from reality TV stardom to entrepreneurship, knows how to maintain her brand's relevancy. With sports stars like Nick Bosa and Neymar already modeling for SKIMS, it's clear that the brand has its eye on a diverse clientele.
As SKIMS solidifies its place in the sports world, only time will determine if this partnership slam dunks or falls short. For now, the court of public opinion remains divided.
