Having tapped major athletes, including Serena Williams, for its 2025 launch campaign, NikeSkims is putting Blankpink star Lisa en pointe to promote its spring ’26 collection.
The rapper, singer, dancer, and White Lotus actress stars in a film to promote the ballet-inspired range of pale and black pink footwear, apparel, and accessories.
Directed by Sergio Reis, the choreographer behind Gap’s 2024 Troye Sivan-fronted campaign, the film shows Lisa dancing with a troupe of professional ballerinas and dancers, all clad in NikeSkims.
The minute-long spot centers on movement and performance, while showcasing what the brand describes as its first “head-to-toe” system of dress, which includes a mix of functional pieces and bold silhouettes.
In a statement, Skims co-founder and chief creative officer (CCO) Kim Kardashian said the brand “obsessed over every detail – from the soft lines and feminine colors to the premium materials. Each piece is a statement of beauty and allows women to move with confidence and grace.”
Kardashian’s $3.2 billion shapewear label has a history of collaborating with buzzy celebrities, including Sabrina Carpenter, Charli XCX, and Snoop Dogg. However, the creative direction of this campaign marks a departure for Nike, which typically leans on professional athletes to promote its products.
A smart cultural collab
Though Nike has partnered with many brands for limited sneaker runs (see: recent launches from Corteiz and Comme des Garçons), NikeSkims marks the first time the sportswear giant has launched an entirely new brand with an outside company.
The collab, focused on athlesiure wear designed for performance, launched in Sept. 2025, with its first range spanning 58 silhouettes, including bras, leggings, and accessories, giving women more than 10,000 different combinations to choose from.
NikeSkims also landed in the midst of Nike’s turnaround plan, which focused on reversing years of sluggish sales and restoring its flagship brand.
As part of this, Nike, Inc. has been shifting from lifestyle marketing to performance wear through a new strategy called “Sport Offense.”
In December, just over a year into his role as chief executive (CEO), Elliott Hill told investors that Nike is “in the middle innings of our comeback,” with a marketing strategy focused on distinction within its key sports, such as running, training, and basketball.
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