NikeSKIMS: Can It Keep Up?

NikeSKIMS was one of the most hyped launches of the year. After unveiling its debut collection in September 2025, it saw massive commercial success. This wasn’t a small bet: NikeSKIMS is Nike’s first new sub-brand since launching the Jordan label four decades ago.But a few months later… does NikeSKIMS still work? Right now, sportswear is shifting toward looser, less curated styles. That puts NikeSKIMS, built on sculpting and performance, in a complicated situation.In this episode, I look at where sportswear is headed and break down NikeSKIMS’ Spring 2026 collection. Can NikeSKIMS keep up with these changes? And can it evolve without losing what makes it SKIMS? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit workingtheorypod.substack.com