Two years ago, Nike Inc. unveiled a sneaker in collaboration with jeweler Tiffany & Co. It was a symbol of former Chief Executive Officer John Donahoe’s efforts to turn Nike into a luxury brand, bypassing retailers and selling direct to customers, just like the bling behemoths.
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On Tuesday, new CEO Elliott Hill announced a partnership with Kim Kardashian’s Skims clothing brand, his latest effort to reconnect with the consumers — and stores — abandoned by his predecessor.
The deal had been in the works for over a year, so it likely had its inception under Donahoe. But the fact that Hill, who became Nike’s CEO in October, has been able to bring it to fruition is promising.
The new partnership, as well as signs that Nike is starting to challenge Adidas AG with its retro sneaker offerings, should give investors confidence that Hill is beginning to turn the juggernaut.
The shares rose as much as 6% on the Skims news, the most since Hill was appointed in September.
Nike said it would create a new brand — NikeSkims — with the shapewear label co-founded by Kardashian. This isn’t a one-off collab, but a multi-year tie-up, more akin to the sports giant’s arrangement with Michael Jordan than, say, a limited-edition line with a luxury house.
The first products will arrive in the US shortly, with a global expansion following next year. NikeSkims will include clothing, shoes and accessories.
The range will be focused on apparel that enhances the wearer’s performance on the running track or yoga mat, the types of venues where Nike is seeking to regain its prowess. Hill told investors in December that the company had “lost our obsession with sport.” That a recent ski-wear collaboration between Skims and outdoor brand The North Face quickly sold out is encouraging.
But Nike, like rival Adidas, is also a fashion company, something that is often overlooked. With Skims, which has pioneered bodycon styles in flesh-colored tones, it has the chance to create garments, or sneakers, that move out of the gym to become fashion favorites. Skims’ viral hits include the Soft Lounge Long Slip Dress and the Seamless Sculpt Bodysuit.
And of course, Skims is fronted by one of the most famous women in the world, guaranteeing acres of press coverage and a ton of social media chatter. Kardashian has managed to tap her contacts to create other high-profile partnerships, including LVMHMoet HennessyLouis Vuitton SE’s Fendi, and most recently, Italian house Dolce & Gabbana.
In line with Skims’ commitment to inclusivity, the new products will come in an extended size range. Meanwhile, as Hill seeks to win back retailers, they will be sold in third-party retail stores, as well as some of Nike’s and Skims’ own shops and on their websites.
NikeSkims is also a way for the sportswear company to capture more women shoppers, a category where it still punches below its weight. While Nike’s overall women’s sales have stalled at about $8.6 billion, its women’s sports business has enjoyed double-digit growth over the past two years. Other efforts to reach female customers include its $28 million, eight-year contract with basketball player Caitlin Clark. Earlier this month, Nike returned to the Super Bowl for the first time in almost 30 years with an ad featuring a roster of female athletes, including Clark.
No financial details of NikeSkims have been disclosed. But there is a lot riding on the deal for both sides.
As one of Hill’s first big strategic moves, it must work. The hype around the partnership means there can be no room for products that miss the style mark, or that don’t hold up under intense training. Remember those Nike Olympic uniforms that were criticized for being too revealing?
Sport and women’s fashion aren’t always an easy combination. Adidas ended its partnership with Beyoncé two years ago, after the singer’s Ivy Park athleisure line failed to live up to its potential. NikeSkims has a better chance of success. Not only has Kardashian created huge recognition for the business, but Skims and Nike built the new collaboration from the ground up. Adidas took over from Ivy Park’s previous partner, and so had to relaunch the label.
For Kardashian, as well as Skims co-founder and CEO Jens Grede, eventually selling to Nike could be an alternative to an initial public offering. Skims Body Inc. was valued at $4 billion in a 2023 funding round.
Hill still has much to do — for example, clearing out unwanted Jordan and Dunk sneakers and replacing them with a raft of must-have shoes.
But the agility he has shown in ramping up the brand’s retro styles — a market where Nike lost out to Adidas for so long — and now, in launching this surprise association with Skims, should help him give Nike’s sales a literal and metaphorical lift.
On Friday, guests at a millinery in central London tried on hats of various shapes and sizes. Some leant in to smell a chocolate design, while others admired one infused with the scent of autumn.
A tempered chocolate hat on display as milliner Stephen Jones showcases his Autumn/Winter 2025-2026 collection at his Covent Garden shop during London Fashion Week, 21 February 2025. – Photo credit: AFP
Legendary British milliner Stephen Jones brought sensory experiences to his Autumn/Winter 2025 presentation at London Fashion Week, showcasing hats crafted from satin, tartan, crêpe, and even glass. “I was thinking about how people connected through hats, and so it’s about sight, and taste, and touch,” Jones, who also designs hats for Dior, told AFP at his studio in Covent Garden.
Feathers floated atop a delicate fascinator, icy beads dangled down from another headband, and Jones described a black satin flat cap with white piping as “assured” and “fun.”
“What is fashion about? Is fashion a uniform? Is fashion self-expression? Can fashion be fun? So that’s why this collection came about,” Jones said.
In the background, one guest tried on a hat with gauzy petals piled high, exclaiming, “It’s so strange; when I take the hat off, I feel naked.” The centre of attraction was a Willy Wonka-esque top hat made of chocolate with a bite-size hole in its crown, which Jones crafted in collaboration with Paris-based pâtisserie Jana Lai.
Jones has already received an order for the hat from a “lady who wants to wear it for her birthday party” and said the confectionary head covering can be worn by “anyone.”
“Not somewhere too hot, though”, he mused.
Celebrating life
From plush berets for Princess Diana to towering headdresses strutted down Dior runways, Jones’s hats have served as the crowning glory of celebrities and designers for over four decades.
His work is currently on display in a retrospective at Paris’s Palais Galliera called “Stephen Jones, Chapeaux d’Artiste”, which brings together some 170 hats spanning his career.
Jones, 67, was born “near Liverpool, in the middle of nowhere”.
“So, for me, Paris was always such an exciting place,” said Jones, who divides his time between London and Paris.
“Paris has always influenced my work,” he added, a customary brown beret balancing on his head.
Jones crafted his first hat when he was a student at London’s Central Saint Martins out of a cereal box and scraps from his sister’s blouse. That sense of whimsy and innovation never really went away.
“Everything else can be super serious, but fashion and hats need to be about celebrating life,” he said. “Especially at the moment.” For the millinery guru, participating in fashion week during a time of global political uncertainty was “strange.” “But that’s what fashion does. At least you can control how you get dressed in the morning.”
“Hats are so popular because they’re like a talisman of something. It’s a talisman of hope,” said Jones. “People wear jackets and tailoring and shoes… But to show your individuality, maybe a hat is a very good way of doing that.”
Despite dressing a roster of fashion royalty, Jones said he still has not made a hat for Britain’s Queen Camilla. “The Queen hasn’t worn my hats yet. Maybe one day I’ll make a hat (for her),” said Jones.
After 45 years of presenting collections, how does he keep pulling ideas out of his hat?
“I guess that’s my character. I live my life and put it into a hat.”
There’s no such thing as consistency when it comes to consumer confidence, at the moment at least, as trying to read consumer emotions in February is a little tough.
Photo: Pexels
GfK has its long-running Consumer Confidence Index increasing two points to -20 this month and its other measures to gauge sentiment were also all up on January.
This is in stark contrast to yesterday’s (20 February) data from the British Retail Consortium which showed confidence down three points February from January, the fifth consecutive month in which expectations have worsened.
The GfK index measuring changes in personal finances during the last year is up three points at -7; seven points better than February 2024 and the forecast for personal finances over the next 12 months is up four points at +2, which is two points better than this time last year. But according to the BRC it had its consumer personal financial situation falling 7 points from January.
GfK’s measure for the general economic situation of the country during the last 12 months is also up two points to -44, one point lower than in February 2024 and expectations for the general economic situation over the next 12 months have improved three points to -31, still seven points worse than February 2024.
The Major Purchase Index is also up three points to -17, eight points better than this month last year, while The Savings Index stayed at +30 in February, one point higher than this time last year.
Neil Bellamy, Consumer Insights Director, NIQ GfK, said it its reading: “The biggest improvement is in how consumers see their personal finances for the coming year with an increase of four points that takes this measure out of negative territory to +2.
“The Bank of England interest rate cut on 6 February will have brightened the mood for some people, but the majority are still struggling with a cost-of-living crisis that is far from over. Prices are still rising above the Bank of England’s target; gas and electricity bills remain a challenge for many households. So it’s no surprise that consumer views on the general economic situation are still lower than 12 months ago, suggesting that people don’t expect the economy to show any dramatic signs of improvement soon. Politicians looking for bright spots on the horizon will be disappointed.”
Interestingly, with the survey coming on the day that the UK’s statistics body said January retail sales volumes rose, home delivery expert Parcelhero said that “shoppers may say they are worried about the state of the economy, but that didn’t stop them splashing out at the supermarket”.
Its head of Consumer Research, David Jinks, said consumers might not actually be feeling as bad as they think they are.
“When it came to actually spending money, it seems that they actually splashed the cash more in January than at any time in the last few months,” he said.
It will be interesting to see how both the retail sales picture and the consumer confidence picture develop in the months ahead.
The Perfume Shop and Deliveroo are extending their retail partnership to cover further UK locations, following a successful launch period last year.
The widening of its association, launched last year as Eau De-Liveroo x The Perfume Shop, comes as research reveals 47% of Britons have forgotten to wear or pack their favourite perfume when heading out, “leaving them feeling annoyed (24%), or unprepared (18%)”.
During peak periods, the retailer said the partnership managed to directly generate in-store sales in 21 locations covering London, Manchester, Bristol, Birmingham, Leeds, Glasgow and Edinburgh. “With over 1,000 perfumes available for quick delivery, the partnership has proven particularly popular during key shopping seasons over Black Friday and throughout December”, it added.
Milton Keynes was the most recent to introduce the Deliveroo app service, and there are plans to continue rolling out additional locations over 2025.
Gill Smith, managing director at The Perfume Shop said: “The success of our partnership… is a testament to the growing demand for seamless, on-demand shopping experiences”
Suzy McClintock, VP for New Verticals at Deliveroo added: “This successful partnership has not only driven sales but is also helping reshape the way customers shop by offering fast, on-demand delivery of over 1,000 fragrances across the UK.
Deliveroo is also continuing to expand its partnership to other retailers including Hurr, Accessorize, Hemp and Boots.
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