There's a new corporate sponsor making waves in the WNBA.
Skims is the latest brand to flock to the top-flight league in women's basketball. The Kim Kardashian-owned company is joining forces with a handful of the league's best and brightest talents to kick off its WNBA partnership.
Launched in 2019, Skims made rapid gains in the shapewear and clothing market. Now the brand is making itself known in the world of sports, inking deals with USA Basketball as well as the NFL, NBA and WNBA.
Here's what you need to know about Skims' latest ad campaign and its official partnership with the WNBA.
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What is Skims?
Skims is a shapewear and clothing company known for its men's and women's undergarments, which come in a wide array of sizes, spanning from XXS to 5XL. Skims also provides nine different shades, each designed to to mimic a different skin color.
In addition to producing underwear, socks and bras, Skims also sells lingerie, bodysuits, dresses and sweaters. Their recent venture into athleisure —highlighted by the company's endorsement deals with various sports leagues — is further evidence of Skims' wide-ranging approach to crafting apparel.
Among celebrities to rep the brand are Tyra Banks, Teyana Taylor, Iman Shumpert, Ice Spice and PinkPantheress.
Who made Skims?
Skims is the brainchild of reality television star Kim Kardashain, who collaborated with Swedish entrepreneurs Emma and Jens Grede to found the company in 2019. Kardashian is the biggest name associated with the brand, which she says spawned from her prior experiences in and around the fashion industry.
“This is Kim’s true passion,” said Skims vice president of marketing Julia Collier-Ungano, per Glamour. “She’s truly touched every single piece, wear tested everything. I’ve truly never seen anything like it.”
Bolstered by Kardashian's expertise and backing, Skims' profile is on the rise in the world of fashion. The proof is in the pudding: Kardashian's company is now valued at $4 billion, per The New York Times.
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WNBA underwear commercial
Skims inked a deal to become the official underwear partner of the WNBA. To go highlight the partnership, the brand dropped its inaugural WNBA-centered commercial ahead of the league's 2024 season.
As the official underwear of the @WNBA, SKIMS is as comfortable as it gets. Just in time for the season tip-off Candace Parker, Cameron Brink, Kelsey Plum, Dijonai Carrington, and Skylar Diggins-Smith sport our Fits Everybody collection. pic.twitter.com/CYj9Ab6E0P
— SKIMS (@skims) May 13, 2024
Skims' commercial earned plenty of plaudits, with many delighting in the fact that the WNBA had secured yet another Fortune 500 darling. But the ad campaign drew some criticism as well, as it failed to showcase masc-presenting and darker-skinned players in the league.
The WNBA Skims campaign rollout did a solid job of age/experience- rookies to retirees, a couple epic moms…
— Janelle McDermoth (@janellemcdrmth) May 13, 2024
But W marketing will still be stuck in the same loops until darker skinned and the more masc presenting players are also celebrated.
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WNBA players sponsored by Skims
Four active players — and one former superstar — received the seal of approval from Skims in the initial ad campaign:
- Kelsey Plum, Las Vegas Aces guard
- Skylar Diggins-Smith, Seattle Storm guard
- DiJonai Carrington, Connecticut Sun guard
- Cameron Brink, Los Angeles Sparks forward
- Candace Parker, retired WNBA champion and president of Adidas women's basketball