Some players have already added zing to March Madness. Their brand association is adding a glamour quotient to the grand college basketball event. Among other fashionable tieups, the exclusive collaboration with Kim Kardashian’s fashion brand is making stars stylish in letter and spirit.

Kardashian’s fashion brand SKIMS has partnered with the top college hoopers of men’s basketball to promote their men’s line just ahead of the 2024 NCAA Tournament. Post Selection Sunday, SKIMS co-founder and billionaire entrepreneur, Kim Kardashian announced the campaign in an Instagram video.

NCAA players rocking in SKIMS

Kim’s ‘March All-Star campaign’ video features six players including Arizona’s Caleb Love, UConn’s Donovan Clingan, Kansas’ Hunter Dickinson, Duke’s Jared McCain, Kentucky’s Robert Dillingham, and UNC’s Paxson Wojcik in new Men’s Terry loungewear.

Through this venture, Kim aims to connect with the next generation of basketball enthusiasts and to bridge the gap between sports and fashion. “Expanding upon our partnership with the NBA and establishing a SKIMS March All-Star team for college players is an unexpected yet timely approach to further connect with the next generation of basketball fans,” says SKIMS co-founder and CEO Jens Grede.

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With this latest move, Kim is expanding into the sports domain. Last year, SKIMS launched its menswear division in collaboration with NBA All-Star Shai Gilgeous-Alexander and became the official underwear sponsor for the NBA, WNBA, and USA Basketball. SKIMS venturing into the realm of sports demonstrates its cultural impact and versatility as a fashion brand offering comfort.

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Hence, collaborating with the stars of college basketball is empowering these athletes as they can monetize their brand beyond the court. Moreover, these players will attain more visibility by creating positive role models for many aspiring athletes.

More about SKIMS

Co-founded in 2019 by Kim Kardashian, Emma Grede, and Jens Grede, the clothing and shapewear brand, SKIMS has made waves in the fashion industry with its strong emphasis on body positivity and inclusive sizes. Their size range spans from XXS to 5XL, which accommodates people with any body shape and size.

Their multiyear partnership with the NBA, WNBA, and USA basketball aims to connect people via fashion, sport, and talent. As a result, the brand is bridging the gap between style and athleticism as the NBA is known for its pop culture and fashion influence.

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