SKIMS is outfitting Team U.S.A. Kim Kardashian West’s shapewear brand SKIMS is set to supply female American athletes headed to the 2020 Tokyo Olympics and Paralympic Games with underwear, loungewear, and pajamas. While the brand is known for their shapewear/underwear, it’s also working to show that athletic apparel can be anything, from gear people wear while working out to what they’re wearing in the off moments when lounging or stepping outside. SKIMS also works to be inclusive with a wide range of sizes and skin-tone colors. Kardashian West notes the partnership will help spread their message that SKIMS is dedicated to empowering women to achieve their best, while inspiring the next generation of athletes that look up to Team U.S.A. The SKIMS Olympic line will be available to non-Olympians in July. YPulse’s youth brand tracker shows that SKIMS currently ranks number eight in the intimate industry (compared to 25 brands) in the eyes of young consumers, and has a particularly high “hot” score. (NYT)
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