A Michael Jordan of Influencers: Why Kim Kardashian is the right person to save sports giant Nike

There was a time when Nike was bland and boring. The company made flawless running shoes and was popular with athletes, but that was it. Nike: People associated this brand with sports, but not with style.

Then came the boy from North Carolina. Michael Jordan, 5'6" tall, a perfect shot. Nike paid him a handsome sum to design a basketball shoe together: the Air Jordan 1.

The shoe marked the beginning of the most successful collaboration in the history of sports marketing. Michael Jordan made Nike the most important brand in basketball. Above all, he made Nike cool at last.

That was all a long time ago. Forty years, to be exact. Today, Nike is the largest sporting goods manufacturer in the world. But its glory days are over. The Oregon-based company is losing revenue and, worse, importance. Anyone who's anyone these days wears other brands.

What Nike needs is a new Jordan moment. But basketball players no longer generate hype. So the sports giant has looked elsewhere. And now it's teaming up with an icon from a completely different field: Kim Kardashian.

Nike aims to make history again with Kardashian. NikeSkims is the name of the label resulting from the collaboration. It's the first time in decades that Nike has collaborated with an external partner for a new brand – a privilege previously held only by Michael Jordan.

Skims itself is no newcomer. Kardashian, 44, has been the face and creative force behind the brand for five years. It sells figure-shaping clothing, so-called shapewear. The pieces are designed to be comfortable and still look good. This makes them a perfect fit for an age where everything has to be both selfie- and couch-ready. Skims generated sales of more than a billion dollars last year.

NikeSkims is now supposed to be sportier than the original, but still follow the same principles of functionality and style. Clothes, shoes, accessories – according to the announcement, it's all there.

Cristina Fernández tracks Nike for the Telsey Advisory Group, a New York-based analyst firm specializing in consumer brands. Although there are currently no images or prices for the first collection, she says, "The collaboration has the potential to fundamentally change Nike's image among women."

The brand with the Swoosh hasn't resonated with them for some time now. In the 2024 fiscal year, women contributed just one-fifth of Nike's total revenue. The company has lost significant market share to competitors like Lululemon and Alo Yoga. Brands that demonstrate that functional sportswear can also look good.

Kardashian could therefore be a lucky find for Nike. Women – and men – buy what they've seen online. And there, Kardashian is unbeatable: 356 million people follow her on Instagram. That's more than the population of the United States.

But the collaboration is more than just a PR stunt with an influencer. It's a signal that Nike is changing the rules of the game. Until now, the company has relied on top athletes as its ambassadors. In addition to Jordan, Roger Federer and Serena Williams have also promoted the brand.

At first glance, Kim Kardashian doesn't fit the mold. She hasn't won any titles or trophies, but she has had a different kind of exceptional career. She rose to fame through the reality show "Keeping Up with the Kardashians," which served as a launching pad for the entire family. But only Kim has become a global brand. She is a top athlete in her own field, and that is visibility.

Visibility that Nike desperately needs.

Last summer, the company released annual figures and a forecast so disappointing that the company lost a fifth of its market value within a short period of time. Nike lacks a clear sales strategy and a product that not only sells but also has fans. Nike lacks an Air Jordan.

And the problems don't stop. Now Donald Trump is adding pressure with his punitive tariffs. Nike has 95 percent of its products manufactured in Vietnam, Indonesia, and China. This is bitter: The trade war was supposed to strengthen American companies. But Nike is the loser.

Analyst Cristina Fernández says: "It will be difficult for Nike to pass on the tariffs in the form of price increases." The company is currently trying to reduce its high inventory levels with discounts. "But in the lower price segment, customers are sensitive to changes."

It's no wonder, then, that Nike is now betting everything on Kardashian. The announcement of the collaboration alone was enough to briefly boost Nike's stock price. A small hype triggered by a big promise.

Celebrities and sports brands: It can work, but it can also go wrong. The most famous example is Kardashian's ex-husband, Kanye West. He, too, was once under contract with Nike but then switched to Adidas, reportedly because he had more creative freedom there. In 2015, West and Adidas launched the Yeezy line.

The sneakers with the chunky soles quickly became a cult classic. Then came the crash. When West attracted attention with anti-Semitic statements instead of music, Adidas cut ties with him. According to the company, this cost the company €1.2 billion in revenue – in just one year.

Beyoncé also once collaborated with Adidas for the Ivy Park brand. But despite the singer's fame and an expensive campaign, the collection flopped.

So what determines success and failure? Analyst Cristina Fernández says: "In the end, quality and price matter." Nike faces more competition today than before, including from younger brands like On and Hoka. "But the Nike name still carries weight. Customers are likely to return for new and compelling products."

The first NikeSkims collection is scheduled to launch in the US this spring. It will be available in other countries starting next year. Then we'll see if it's enough for another Jordan moment.

What the deal means for Kardashian commercially remains a secret for now. One hopes she can negotiate as well as Michael Jordan's mother once did.

According to legend, it wasn't the basketball player himself, but his mother, Deloris, who secured the decisive deal with Nike. She allegedly ensured that her son received not only a one-time fee but also a percentage of every shoe sold bearing his name.

Estimates suggest that Michael Jordan has earned more than $1.5 billion to date. So not only Nike, but also Kim Kardashian, is hoping for a repeat of the Jordan moment.