Kim Kardashian’s Underwear Brand Skims Joins Team USA
Her company will provide undergarments, pajamas and loungewear to U.S. Olympians
Two things Olympians may not seem to have much use for are shapewear, which those of us who are not in Olympic shape use to slim and smooth the less flattering curves and bulges of our non-athlete bodies, and athleisure wear, which non-athletes wear to convey that we might work out someday, but definitely not right now. Regardless, Team USA will be outfitted in Kim Kardashian’s shapewear brand Skims this year, marking the first time a direct-to-consumer brand will outfit U.S. Olympians as an official partner.
If any celebrity can infiltrate the Olympics, of course it’s Kim Kardashian, who took to Twitter on Monday to share the news. “I am honored to announce that @SKIMS is designing the official team USA undergarments, pajamas and lounge wear for the athletes this year in Tokyo,” she wrote in a tweet, adding that the line would also be available for fans in a capsule collection on the Skims website. Kardashian also shared the news on Instagram, in a post showing athletes including Alex Morgan, A’ja Wilson and Scout Bassett modeling the line of sports bras, leggings and boxer briefs bearing Olympic rings and the U.S. flag.
Via the partnership, Skims will provide pajamas, loungewear and underwear to every female athlete competing for Team USA during this summer’s Tokyo Olympics. Previously, brands like Ralph Lauren, Nike and Adidas have sponsored athletes, but this will be the first time a celebrity-helmed brand joins the team.
While a celebrity sponsor may be new to Team USA, however, Kardashian is no stranger to the Olympic games thanks to family ties to gold medalist Caitlyn Jenner. In a series of tweets, Kardashian spoke about her lifelong connection to the Olympics, and how those memories influenced the Skims collection. “Ever since I was 10 years old, I’ve heard every single detail about the Olympics from my stepdad. As I would watch the athletes compete, I would grow to understand the dedication and honor being a part of the Olympics embodied,” she wrote. “When I received the call inviting Skims to be a part of @TeamUSA, every moment I’ve spent admiring the strength and energy of the Olympians from the sidelines came full circle.”
The Skims partnership reflects the significant rise of athleisure — yes, even for Olympians — as well as direct-to-consumer fashion in recent years. More than anything, however, the Kardashian brand’s Olympic infiltration comes as yet another sign that we are one step closer to Kardashian world domination.
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