, Columnist
Kim Kardashian Can Shape Nike’s Recovery
The sportswear giant’s surprise partnership with Skims is a sign that new CEO Elliott Hill is headed in the right direction.
The birth of a brand.
Photo courtesy Nike/Kim Kardashian
This article is for subscribers only.
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.
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.