Nike x SKIMS launch fizzles in NYC as Kim Kardashian collab draws modest crowds

The much-hyped Nike x SKIMS collaboration launched Friday in New York City with a turnout far leaner than typical hype drops. At the Nike House of Innovation on Fifth Avenue, the early crowd was minimal: three shoppers queued before the 10 a.m. release. Across the street at the SKIMS flagship, two diehard fans waited for the doors to open. The scene stood in contrast to the frenzied energy often seen around high-profile fashion and sneaker drops in Manhattan.

By 9 a.m., the numbers barely budged; two more joined the Nike side and four lined up at SKIMS. By 9:40 a.m., the queues had swelled to roughly 40 people on each side, a far cry from the sidewalk-sleeping throngs that characterize some launches in the city. The early-morning energy was subdued, though the dedicated fans insisted they were willing to brave the weather for exclusive pieces.

New Yorkers who did turn out described the pull as genuine but selective. Nicole Marie Vee, 23, traveled from Hudson Yards to the SKIMS flagship and said she planned to buy in person after previously building a virtual cart. She was drawn to the maroon wine-toned sets seen in campaign moments, including a New York Public Library pop-up, and described the shade as a personal favorite. She noted she had been prepared to shop online but preferred the in-person experience and bulk-buy approach when lines are short.

Another early arriver, Olga Ginzburg, captured in post-event photography, suggested that SKIMS feels more mind-driven for many shoppers, noting that a weekday drop tends to dampen attendance. A fellow line sitter, Namon Johnson, was the first in line at the SKIMS flagship by 7 a.m. with a comfy chair in hand and said his mission was to secure items for his partner. He described his motivation as straightforward: what his partner wants, he aims to obtain in time for her.

Diana Marinez, 37, traveled from Westchester to join the NikeSKIMS activity by 8:30 a.m., arriving as a second in line at SKIMS. She framed the experience as a more aesthetically pleasing shopping moment, even as the same pieces were available at Nike, where a small, initial line persisted. She suggested that a Saturday drop would likely attract more attendees, reflecting how timing can alter turnout even for a brand-forward collaboration.

Nike and Kardashian describe NikeSKIMS as more than a simple collab; the pair promote it as a broader system of dress that will live in Nike’s portfolio. The effort is pitched as a line of 58 silhouettes across seven collections, from matte compression basics to glossy, show-stopping pieces intended to move from gym to brunch. The rollout is global, and the campaign emphasizes a layered approach to apparel meant to sculpt, sweat, and strut—whether you’re running a marathon or running errands. A New York Public Library pop-up showcased models wearing the line, highlighting the campaign’s emphasis on lifestyle integration and photography-friendly styling.

With the line described as a system of dress, NikeSKIMS aims to offer multi-piece outfits designed to be mixed and matched across occasions. The women’s-focused range includes leggings, bras, cargos, and more, with a stated goal of empowering athletes in daily life and sport alike. The blend of Nike’s athletic heritage and SKIMS’ body-positive, inclusive sizing is positioned as a way to broaden access while maintaining a high-fashion edge. The 58 silhouettes across seven collections promise variation and versatility, while the brand notes the collection is part of a larger, ongoing rollout rather than a single-season drop. The collaboration also connected to broader marketing efforts, including public-facing events and pop-up activations that extended beyond Fifth Avenue.

The Post snagged eight pieces from the line and assembled four head-to-toe looks to test how wearable the offerings actually are for gym, lounge, and casual-outing scenarios. The tester found some items genuinely wearable and comfortable, while others leaned more toward fashion-forward statements that may be less practical for everyday use. The evaluation offers a mixed view of a collection that seeks to blend sport performance with lifestyle aesthetics.

The Side Snaps Pant, priced around $108, was among the more practical options sampled. A matte textile skims the body with a functional feel, making it a candidate for gym sessions or casual wear. The V-Line 26-inch Legging, available in Obsidian, provided a solid fit but included front seams that some may find less flattering or comfortable for extended wear. The design approach, including a few strategically placed seams, underscored a trend toward maximizing shape while blending function with bold style.

The Double Strap Scoop Bra, at $58, and the Matte Biker Short 5-Inch, at $68, were less universally praised. The bra offered multiple straps but limited adjustability, which some testers found constraining, especially for diverse body shapes. The biker shorts were sturdy and flattering for some bodies but did not meet expectations for all-day wear, with critics noting a sense that the pieces leaned more toward fashion-forward silhouettes than robust athletic support.

Other tops, such as the Shine High Neck Zip-Up Bra and the Cami Longline Bra, paired with the Shiny Nylon Cargo Pant, drew mixed reactions. The zip-up bra delivered easy on and off but offered little lift or support for higher-impact activities, leaving some testers feeling the look prioritized appearance over function. The Cami Longline Bra proved supportive and flattering for some, while the shiny cargo pants elicited comparisons to retro ’80s silhouettes—bold, but perhaps not universally wearable. Overall, the lineup demonstrated a blend of practical pieces and more statement-oriented items, prompting reflection on how a collaboration can straddle both performance and aesthetic goals.

The testing also highlighted perceived value gaps. Some pieces delivered comfort and versatility that could translate to repeat wear, especially at a lower-mid price point for the market segment Nike and SKIMS are courting. Others appeared tailored more for Instagram-ready moments than everyday training, inviting questions about how the collection’s messaging will translate to broader consumer adoption. The dynamic between performance-focused branding and fashion-driven presentation remains a central tension in the reception of this joint venture.

Looking ahead, industry observers note that a global rollout with varied access points, including flagship stores, online channels, and pop-ups, is designed to sustain momentum beyond the initial Friday launch. The collaboration’s ambition—to redefine activewear and bridge gym gear with lifestyle apparel—reflects ongoing efforts to expand the boundaries of traditional athletic brands into social and fashion domains. Whether the NYC turnout is an outlier or an indicator of a longer trend remains to be seen as more markets receive the NikeSKIMS offering and as consumer response continues to unfold across channels.