In a smart and meaningful evolution, SKIMS—the $4‑billion shapewear brand co‑founded by Kim Kardashian and Jens Grede—is making waves beyond fashion, cementing its place in the realm of women's sports through a robust partnership with League One Volleyball (LOVB). This venture isn’t just about brand visibility—it's a deliberate move to empower women and nurture youth through sport, blending culture, confidence, and community.

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A Strategic, Cultural Alignment

It's been just over a year since SKIMS first dipped its toes into female sports by partnering with the WNBA, starring icons like Candace Parker and rising stars like Kelsey Plum and Cameron Brink in its “Fits Everybody” campaign. Now, by aligning with LOVB as the official loungewear, intimates, and sleepwear partner, the brand is showcasing not just expansion—but intention.

For LOVB—one of the fastest-growing women’s volleyball ecosystems with both youth clubs and professional teams—the timing couldn’t be better. Volleyball stands as the #1 team sport among girls in the U.S., with over 17,000 athletes across 1,500 teams in 26 states.

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Impact Beyond the Spotlight

This partnership goes deeper than branding—it intertwines SKIMS with a movement. By supporting athletes from junior clubs to pro teams, SKIMS is investing in a pipeline of confidence and representation, helping to elevate women in sports through events, storytelling, and community activations.

Michelle McGoldrick, LOVB’s Chief Business Officer, framed it aptly: “Pairing with SKIMS…celebrates confidence and aligns with our mission to elevate athletes of every age”—not just for visibility, but for long-term empowerment.

On the SKIMS side, CEO Emma Grede sees this as “an exciting opportunity to expand our reach at the intersection of fashion, culture, and sports,” while Kim Kardashian emphasizes the brand’s goal “to inspire confidence and empower athletes at every level…through innovative products, community activations, and storytelling”.

Building a Broader Movement

Beyond today's headlines, the partnership signals a more holistic approach to female-centric marketing. Instead of just aligning with already major leagues, SKIMS is backing a grassroots‑to‑pro league. It's a strategic bet on growth, equity, and shared values—and offers a narrative-driven, community-rooted branding strategy that feels both authentic and progressive.

The brand’s fashion credibility—based on inclusivity, comfort, and cultural relevance—now intersects with something larger: athletic development, confidence, and visibility for women at every stage of life.

Moreover, this aligns with SKIMS’s broader sporting ambitions, including the upcoming NikeSKIMS activewear line (launched in partnership with Nike), designed to blend performance and empowerment for women athletes.

Looking Ahead: A Model Worth Embracing

SKIMS’s move into volleyball serves as a playbook for fashion brands aiming to be more than superficial partners. Key takeaways include:

• Supporting emerging leagues (not just established giants) to foster long-term loyalty and cultural relevance.
• Making conscious choices that resonate with values like diversity, empowerment, and community.
• Embedding storytelling into partnerships—showcasing real athletes, their journeys, and the sport's cultural impact.
• Cross-pollinating brand identity with lifestyle and performance, as seen in the forthcoming NikeSKIMS rollout.