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.