Kim Takes SKIMS to the Olympics

Words Uyi Ilenbs

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Kim Kardashian West announces SKIMS will be the official underwear brand of Team US at Tokyo Games.

Under her social media post this Monday Kim K, shares some exciting and unexpecting news, that her clothing brand SKIMS is designing the official undergarments, loungewear and pyjamas for Team USA at the Tokyo Olympic Games. The SKIMS catalogue ranges from underwear, shapewear and loungewear. Although the SKIMS brand is fairly young what didn’t come as a surprise was the entrepreneur’s Olympic collaboration. This full circle moment for Kim stems from the Kardashian Jenner Klan’s Olympic legacy inherited from Caitlyn Jenner, her mother’s former long-term partner.

“I travelled 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.” Kim shares.

She has never been marketed as an athletic person before but the SKIMS brand focus on providing innovative solutions for diverse body types, is what has most likely put them side by side with the likes of Nike and Ralph Lauren official clothing providers for the Tokyo Olympics.

"SKIMS’ shared mission and values of empowerment and inclusively made the brand the perfect fit for Team USA," stated Peter Zeytoonjian, senior VP of consumer products at U.S. Olympic & Paralympic Properties, 

SKIMS will be releasing this collection to the wider public as a capsule collection online in July. Its pleasing to see the brand remain authentic to its aesthetics and style within this collection. The official ad visuals captured a diverse selection of female Olympians and Paralympians in power poses featuring their minimalistic neutral colour palette. With athleisure on the rise, there is a massive opportunity for a monumental and profitable outcome for the young brand to step on to the world’s streets, gyms and couches and beds.

Tokyo is famous for their fashion district and traffic for alternative styles and culture. It looks like the Tokyo Olympic Games will embody this too with new fashion brands being added to the Olympic roster. Telfar Clemens, recently announced they too were designing for the games, the uniforms for team Liberia. Something is telling me the red racetrack will turn into the red carpets for these fashion brands.