From Shapewear to Menswear

Kim Kardashian’s Skims transformed its women-focused brand into a menswear force through athlete endorsements, everyday storytelling, and strategic campaigns.

Skims was originally founded in 2019 for women. The goal was to help redefine the shapewear industry. But, by the end of 2023, Skims had added a new layer to their brand and began making clothes for men. 

How did she turn a predominantly woman marketed product into something men would want to wear and be the face of? Her marketing teams tapped into the world of athlete partnerships. 

Why athletes? Well, athletes are most known for their strong bodies, great physiques, and the “your body is a temple” mentality… right? So, what better way to legitimize a brand than by having multi-million dollar professional athletes rep the it proudly.

Nick Bosa

Nick Bosa is a star defensive end for the San Francisco 49ers, who brings power and intensity to the game. In this Skims campaign, Bosa represented a need for quality products that fit his body type and moved with him.  

Neymar Jr.

While not only being one of the best soccer players in the world, Neymar Jr. is also a global fashion icon. He can grab the attention of the world in a second and make people pay attention with his reach.

He elevated his Skims campaign from beyond American sports culture to international fashion. Kim tapped into her son’s love of soccer by collabing with this athlete, too.

Shai Gilgeous-Alexander 

Winning the 2025 MVP and NBA championship brings you a lot of popularity on the court, but Shai Gigeous-Alexander (or SGA) gains notable popularity for being a fashion icon, as well. His NBA tunnel outfits routinely go viral and make noise; just like he did when he was the first NBA athlete to partner with Skims.

For “Every Body”

After breaking into the male market with the use of athletes, Skims decided to go even further and appeal to the average consumer with a campaign called “Every Body,” in 2024. In this campaign, Skims casted 40 males with different body types to display how their underwear and clothing is for everyone, or “every body.” This cast included baristas, hospital workers, skaters, and even insurance salesmen – truly reflecting that everyday men can also be consumers of the brand. 

Skims also released a new line of boxer briefs following this campaign to provide even more options for men – further broadening its horizons from once a skin-tight company to flexible, move-with-your-body garments. 

Fast Forward to 2025…

In 2025, Skims released a new collection of clothing using Post Malone as the model. The line showcases woodland camo hoodies, underwear, and shorts. Post Malone is known for his recent genre switch from rap to country – displaying that even he can be a camellion.

Malone was the perfect fit for this line because he is a music icon who has taken fashion out of the box, and has shown dexterity in adapting his career; much like Skims.  

In just three years, Skims was able to grab the attention of male consumers, connect with them, and finally specialize in products for them. Since marketing to a whole new audience, Skims’ strategies have proven to be adaptable and effective. Their messaging and campaigns are strong and cohesive that lean into their intended audience’s perspective, all while staying true to the original business plan.