SKIMS, Co-founded by Kim Kardashian in 2019 started as a solution-oriented shapewear brand and quickly expanded into loungewear, underwear, and now activewear. The company’s disruptive approach to design, inclusivity, and marketing has not only revolutionised shapewear but is now making waves in the sportswear industry. As athleisure continues to dominate modern fashion, SKIMS’ entry into the activewear space is reshaping consumer expectations and challenging established sportswear giants.
SKIMS: From Shapewear to Sportswear
When SKIMS was first introduced, its primary mission was to provide shapewear that catered to a diverse range of body types and skin tones. This approach distinguished it from competitors and quickly garnered a loyal customer base. Recognising the demand for comfortable, form-fitting, and stylish apparel beyond shapewear, the brand expanded into loungewear and intimates. In 2022, SKIMS took a bold step by launching an activewear line, entering a space dominated by brands like Nike, Adidas, and Lululemon.
The transition into sportswear was a natural progression for SKIMS. The brand’s signature sculpting fabrics, seamless construction, and emphasis on comfort provided the perfect foundation for high-performance athleisure. With the increasing popularity of wellness culture and the demand for fashionable workout wear, SKIMS capitalised on a lucrative market segment, bridging the gap between function and fashion.
This influence is being felt across the sportswear market and at Blue Associates Sportswear, we are now receiving more and more requests to create activewear that includes shapewear elements to help compress certain aspects of the body and develop garments that manipulate the figure alongside performing for the sport.
We have also worked with brands that want to develop all inclusive collections from size 6-30 with built in shapewear elements that specifically target different areas depending on the size of the consumer and their needs.
We have worked on several techniques to develop these collections and utilise these different methods depending on the required compression and degree of shape alteration required.
Key Factors Behind SKIMS’ Success in Sportswear
1. Innovative Fabric Technology
One of the biggest draws of SKIMS’ sportswear collection is its innovative use of fabrics. The brand integrates compression technology with soft, breathable materials that provide both support and comfort. Unlike traditional performance wear, which can sometimes feel rigid or restrictive, SKIMS activewear maintains a balance between flexibility and sculpting.
2. Size and Shade Inclusivity
From the beginning, SKIMS has been lauded for its commitment to inclusivity. The sportswear collection follows the same philosophy, offering a wide range of sizes from XXS to 4X. Additionally, SKIMS’ colour palette caters to a variety of skin tones, moving away from the standard black, grey, and neon hues traditionally seen in sportswear. This approach not only makes the brand more accessible but also resonates with consumers who value representation in fashion.
3. Celebrity and Influencer Power
A major factor behind SKIMS’ meteoric rise is its effective use of celebrity and influencer marketing. With Kim Kardashian at the helm, the brand leverages high-profile endorsements and collaborations with celebrities like SZA, Rosalía, and Kate Moss. Social media campaigns featuring influencers and athletes in SKIMS activewear have further amplified its reach, making the brand aspirational yet attainable.
4. Blurring the Lines Between Athleisure and Loungewear
Athleisure has become an essential part of modern fashion, and SKIMS seamlessly blends sportswear with everyday wearability. Unlike traditional activewear brands that focus solely on performance, SKIMS incorporates fashion-forward designs that transition effortlessly from the gym to casual outings. This versatility has made the brand particularly appealing to consumers who prioritise both style and functionality.
5. Strategic Collaborations and Limited Drops
SKIMS’ marketing strategy is built around exclusivity and anticipation. The brand frequently releases limited-edition collections and strategic collaborations, creating a sense of urgency among consumers. This scarcity model, combined with high-profile partnerships, has helped SKIMS maintain its desirability and differentiate itself in a competitive market.
SKIMS vs. Traditional Sportswear Brands
SKIMS’ entry into the activewear market presents a direct challenge to established sportswear brands. While companies like Nike and Adidas have long dominated the industry with performance-driven apparel, SKIMS is shifting the focus towards a blend of performance, aesthetics, and inclusivity.
Key Differentiators:
- Inclusivity: While major sportswear brands have expanded their size ranges, SKIMS has made inclusivity a core part of its brand identity from the start.
- Fabric Innovation: SKIMS’ use of soft compression fabrics offers an alternative to the traditionally rigid materials used in sportswear.
- Marketing Strategy: The brand’s influencer-heavy, celebrity-endorsed campaigns create a sense of luxury and desirability that rivals traditional brands.
- Design Aesthetic: SKIMS leans into minimalism and neutral tones, a contrast to the bold and often logo-heavy styles of legacy sportswear brands.
The Impact on the Sportswear Market
The rise of SKIMS in sportswear is not just a passing trend—it reflects a shift in consumer preferences and industry dynamics. As the lines between loungewear, athleisure, and performance wear continue to blur, other brands are being forced to adapt. Several key industry shifts have emerged as a result of SKIMS’ influence:
1. Greater Emphasis on Body Positivity
Brands like Lululemon, Nike, and Adidas are increasingly focusing on body positivity and expanding their size ranges in response to the success of SKIMS. The demand for inclusive sizing is now a key consideration for any brand looking to stay relevant in the activewear space.
2. Aesthetic-Led Activewear
Functionality is no longer enough—consumers want activewear that looks stylish both in and out of the gym. SKIMS’ emphasis on neutral palettes and sculpting designs has influenced the rise of aesthetic-led activewear, prompting traditional brands to rethink their design approaches.
3. Social Media-Driven Consumer Engagement
SKIMS has set a new standard for how activewear brands engage with consumers through social media. The use of viral campaigns, influencer partnerships, and interactive content has redefined digital marketing strategies within the industry.
4. Increased Competition in the Luxury Athleisure Space
With SKIMS positioning itself as both an affordable and aspirational brand, other companies are now exploring ways to offer premium activewear without alienating budget-conscious consumers. This has led to a rise in mid-tier luxury athleisure brands catering to the same audience.
Future Outlook for SKIMS in Sportswear
The success of SKIMS in the activewear sector is just the beginning. As the brand continues to expand, there are several potential avenues for growth:
- Expansion into Technical Sportswear: While SKIMS currently focuses on athleisure and low-impact activewear, there is potential for the brand to explore performance-driven apparel tailored for high-intensity workouts and professional athletes.
- Sustainability Initiatives: Consumers are increasingly prioritising sustainability in fashion. If SKIMS integrates eco-friendly materials and production processes, it could further solidify its influence in the market.
- Retail Expansion: While SKIMS primarily operates through direct-to-consumer channels, collaborations with major retailers or flagship stores could broaden its reach and accessibility.
- Men’s Activewear Line: Given the success of SKIMS’ unisex and menswear collections, a dedicated men’s sportswear line could be a lucrative next step.
SKIMS’ rise in the sportswear market is a testament to its ability to blend innovation, inclusivity, and aesthetic appeal. By challenging traditional sportswear brands and redefining the athleisure category, SKIMS is shaping the future of fitness fashion
If you are interested in creating performance shapewear, then get in touch.
