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NBA Gets Into Business With Kim Kardashian

  • Kardashian’s SKIMS is the new official underwear partner of the NBA, WNBA, and USA Basketball.
  • SKIMS launched its line of men’s products on Oct. 26 with a new ad campaign featuring the Oklahoma City Thunder’s Shai Gilgeous-Alexander.
Media personality and sociallite Kim Kardashian in attendance as the Los Angeles Lakers play against the Golden State Warriors during the first half in game three of the 2023 NBA playoffs at Crypto.com Arena.
Gary A. Vasquez-USA TODAY Sports

The National Basketball Association is partnering with one of American culture’s modern icons.

On Monday, the league announced that SKIMS — the underwear, loungewear, and shapewear brand co-founded by Kim Kardashian — is the new official underwear partner of the NBA, WNBA, and USA Basketball.

“I am incredibly proud of SKIMS partnership with the NBA, as it is a reflection of SKIMS growing influence on culture,” said Kardashian, who is also the company’s creative director. 

In a statement, NBA commissioner Adam Silver said that the collaboration will produce “unique experiences, new offerings, and premium products.” The pair plan to activate around key league events, including the NBA All-Star and the NBA In-Season Tournament.

SKIMS launched its line of men’s products on Oct. 26 with a new ad campaign featuring the Oklahoma City Thunder’s Shai Gilgeous-Alexander, NFL player Nick Bosa, and international soccer star Neymar Jr.

“The NBA’s modern approach and significant impact on pop culture, entertainment, and fashion is unparalleled in sports,” said SKIMS co-founder and CEO Jens Grede. “Our partnership marks a remarkable opportunity for SKIMS and the NBA to work together on what it means to engage the next-generation of consumers and fans through basketball.”

As Grede alluded, the partnership with Kardashian could indicate a play by the NBA for younger demographics: Last week, Silver expressed his concern that younger audiences were having trouble finding the league’s live games as they continue to cord cut.

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