KIM KARDASHIAN’S SKIMS
Loungewear, Underwear and PJ's for Team USA
American fashion designer Ralph Lauren has been the official outfitter for Team USA’s uniforms since the 2008 Olympics in Beijing and continues his tenure with the upcoming Games in Tokyo. Now, alongside Lauren, Kim Kardashian’s shapewear brand Skims will be the official underwear, loungewear, and pajamas for female athletes in the 2021 Tokyo Olympics and Paralympic Games.
The reality star, influencer, and entrepreneur shared the announcement via Instagram. “Ever since I was 10 years old, I’ve heard every single detail about the Olympics from my stepdad. As I would watch the athletes compete, I would grow to understand the dedication and honor being a part of the Olympics embodied. I traveled with my stepdad and family to all different cities for the Olympic trials, the Olympics, and track meets of @caitlynjenner’s and at every stop, I would buy an Olympic t-shirt as a souvenir,” she wrote. Kardashian’s stepfather, Caitlyn Jenner, was one of the U.S.’s most successful athletes in the decathlon during the 1970s and won gold in the 1976 Montreal Olympics. “When I received the call inviting Skims to be a part of @TeamUSA, every moment I’ve spent admiring the strength and energy of the Olympians from the sidelines came full circle.”
A series of campaign photographs were part of Kardashians social media reveal. The garments are modeled by various Team USA members, including Paralympian Scout Bassett and basketball player A’ja Wilson, soccer player Alex Morgan, track and field star Dalilah Muhannad and swimmer Haley Anderson.
Kardashian, no stranger to controversy, set off a tirade on Twitter when she first launched her shapewear brand in 2019 and called it Kimono. Critics said the name “Kimono” disrespected Japanese culture and disregarded the significance behind the traditional outfit. After facing cultural appropriation backlash and #KimOhNo trending, Kim Kardashian renamed the brand Skims Solutionwear.
The deal with Team USA is a unique branding opportunity for Kardashian, and the visibility of the global Olympic stage can only help Kardashian redeem herself after a rocky start. And, of course, catapult sales.
