Kim Kardashian's SKIMS is new NBA partner and basketball fans have a lot to say

01 November 2023 , 16:36

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Neymar wears the Skims men's range

Kim Kardashian's empire doesn't show any signs of slowing down now she is the the new official underwear partner for the NBA.

Kardashian's brand SKIMS has been a hugely popular clothing line since 2019 selling items for women, but on October 30 the brand expanded, announcing they were now catering for men. Labelled as "the most comfortable underwear you’ll ever own" Skims men's underwear officially launched on Thursday, October 26 with the SKIMS post on X displaying a picture of Brazilian superstar Neymar stating "We reinvented underwear for women, now we’ve done it for men."

However, Kardashian really caught everyone's attention when she announced on October 30 that the brand would now be in partnership with the National Basketball Association. Along with football superstar Neymar Jr, 49ers defensive lineman Nick Bosa, point guard for the Oklahoma Thunder, Shai Gilgeous-Alexander debuted the collection.

Oklahoma City Thunder's Shai Gilgeous-Alexander wears the new Skims range

The announcement caused approval, some resistance and confusion amongst NBA fans who rushed to X, formerly Twitter, to share their feelings on the surprise team-up. Immediate reaction seemed to be more downbeat with several X users questioning the link-up with X user @badr_xrr asking: "Why does the NBA need an underwear partner??"and user @mmm827441671 saying: "@NBA couldn’t you find a small business owner or a start up to partner with? Why are we only helping the rich get richer?".

Another X posterz, @Breinsmann09, dramatically and perhaps somewhat prematurely declared: "NBA is finished man" while @HoodiDraco simply wondered: "Huh?". However, amidst the negative and somewhat cynical comments, there was praise for the Kardashian/NBA merger.

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Kim Kardashian (AFP via Getty Images)

One poster, @KUDOS1_ ,said: "Getting this asap" while another, @JenniferMC8479, added: "As much as everyone hates on Kim, she is all business she knows what she is doing, she is a genius when it comes to her brand and very successful at that." @luvbabushkaboi concurred saying: "Kim is the one. No one tops her marketing skills."

Kardashian's post on Instagram read: “Introducing the Skims and NBA partnership. @Skims is now the Official Underwear Partner of the @NBA, @WNBA and @Usabasketball." She later added: "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.”

If you think that was the end of the SKIMS' marketing blitz then you would be wrong. Friday, October 27 saw Kim announced her SKIMS Ultimate Nipple Bra in a quirky promotional video starring herself which caused a huge ripple on social media and along with the NBA news makes the brand one of the most talked about in the world right now.

The men's range features boxers and briefs, t-shirts, tank tops, socks and more and while a description for the boxers on the SKIMS site claims that they are "constructed with smooth, stretchy fabric that hugs your body without losing shape" they do come with a significant price with a three pack of boxers going for £46. The range is now available and you can now browse and buy from the Skims men's range, although there are alternatives if you're looking for boxer shorts at outlets such as Marks and Spencer and Calvin Klein.

Chris Burns