NikeSKIMS' Athleisure Fail: Consumers Question Performance Credentials

NikeSKIMS' latest drop has drawn consumer criticism on social media for its lack of athletic credentials. The brand, announced in February 2025 to target the underserved gap in performance apparel for women, launched a new collection with a campaign featuring over 50 athletes.

The collection's reception questions whether it has met Nike and Kim Kardashian's shapewear brand's promise to provide functional and inclusive athletic wear. Critics have pointed out the impracticality of training in certain pieces, such as strapless bras and wide-leg trousers.

Memes and mockery have also flooded social media, with some users questioning which sport the pieces were designed for. The consensus among critics is that the collection does not prioritize performance or athletic function.

NikeSKIMS was positioned as a fully independent brand merging Nike's sport science and innovation credentials with SKIMS' focus on fit, inclusivity, and the female form. However, its debut collection has raised questions about whether it can close the gap between its promise to help women perform their best and the products landing in stores.