“That’s a Huge Deal”: Fans Go Crazy as Billionaire Kim Kardashian-Owned Underwear Brand Joins Forces With NBA

Published 10/30/2023, 12:49 PM EDT

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The NBA has experienced significant growth and development over the past few decades. The league has averaged a viewership of 5.47 million per game on ABC, ESPN, and TNT. This made the 2022-23 postseason the most-watched in the past five years. Now, the NBA aims at tripling its media rights fees from $2.6 billion in the current deal to upwards of $7 to $8 billion annually.

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As the NBA has evolved into a thriving business, numerous brands seek to form partnerships with the league. Kim Kardashian’s underwear brand, Skims, has become the latest brand to partner with the NBA.

Kim Kardashian Signs with the NBA


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The NBA has announced its partnership with Kim Kardashian’s shapewear and clothing brand, Skims. Skims has been named as the official underwear partner of the NBA, WNBA, and USA Basketball.

During the announcement press conference, Kim said, “I am incredibly proud of SKIMS partnership with the NBA, as it is a reflection of SKIMS’ growing influence on culture. Together, SKIMS and the NBA will connect people of all backgrounds through fashion, sport, and talent, and I look forward to seeing the partnership thrive.”


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NBA Commissioner Adam Silver remarked about the growing influence of Skims. During the press conference, he said, “SKIMS has quickly become one of our most culturally-influential brands. We look forward to bringing NBA fans and SKIMS users unique experiences, new offerings and premium products through our partnership.”

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Kim K and Jens Grede co-founded Skims in 2019. They aim to provide solutions by creating the next generation of underwear, loungewear, and shapewear. Skims Men launched on October 26th and they celebrated the launch with a new brand campaign, “Every Body is Wearing SKIMS”. Skims has signed endorsement deals with various athletes like Neymar, Nick Bosa, and NBA All-Star Shai Gilgeous Alexander.

Nevertheless, considering Kim K is now officially a part of the NBA world, owing to her partnership, fans can’t contain their excitement.

Fans React to the New Partnership

As soon as the NBA announced its partnership with Skims on social media, fans started to speculate. Some fans were left puzzled at the decision by the NBA to partner with Kim Kardashian. Whereas others thought it was a huge move by both parties concerned.

A Twitter user by the name of McMiller wrote, “That’s a huge deal.”

Kim’s hustle and marketing abilities impressed some fans. A fan by the username of Hakim wrote, “Kim is the one. No one tops her marketing skills.”

Another Twitter user by the name of Hotline Zing acknowledged Kim’s savvy business deal-making. He wrote, “Kim K don’t miss. Business savant.” 

The collaboration between the NBA and Skims has generated excitement among many fans, as it combines the worlds of fashion and sports. A fan going by the username of Nature_Prince1 wrote, Wow, what an exciting collaboration! Congrats to Skims and Kim on becoming the Official Underwear Partner of the NBA! Can’t wait to see the stylish and comfortable SKIMS pieces on and off the court. This is a game-changer!”


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While it certainly is an enormous deal, the viability of the deal has perplexed many fans. A user by the name Bill Ari wrote, “Unfortunately not even in the top ten worst decisions Adam Silver has made this month alone”.


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What do you make of the NBA’s association with Kim Kardashian and Skims? Let us know in the comments below!

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Written by:

Dushyant Singh


One take at a time

Dushyant Singh is an NBA writer at EssentiallySports. His basketball script journey began in 2020 when he was captivated by the Los Angeles Lakers’ triumphant NBA championship win. Before that he was merely dribbling and dunking as a boy next door.
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Edited by:

Saumya Khanduja




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