Kim Kardashian’s clothing brand ‘SKIMS’ has entered into a multi-year partnership with the NBA to be the Official Underwear of the league for the foreseeable future. This news wasn’t received well by everyone, including former NBA superstar Chandler Parsons, who took a dig at Kardashian’s past relationships with NBA players with an Instagram comment on the announcement, responding to Evan Turner.
“She’s in the league more than I am, coach.”
Kardashian has lived a very public life, with all her relationships quickly shooting to the top of the gossip columns. That should be unrelated to the billion-dollar empire she has built surrounding her family, with her SKIMS brand blowing up as a consumer product. Her $1.7 billion net worth is bound to expand further with more agreements, such as the one with the NBA.
The Kardashians And The NBA Have Been Linked For Years
The Kardashian-Jenner family has had multiple people from the family have multiple relationships with NBA players. Kardashian had a very famous public romance with 13-year NBA veteran Kris Humphries in 2010, which led to the pair even getting married. However, the union was shortlived, with Kardashian filing for divorce less than three months after they got married. That was the only public relationship Kim had with an NBA player, so Parsons’ comments seem a little unnecessary and dismissive of what she’s achieved with this partnership.
The rest of the family have had multiple NBA relationships in the public, with Kendall Jenner and Khloe Kardashian being the most known examples. Khloe has had relationships with players such as Rashad McCants, Lamar Odom, and Tristan Thompson, with all the relationships being very high-profile due to her public stature. Khloe has also been linked with Rick Fox and James Harden in the past, allegedly having a relationship with Harden that ended in 2016.
Kendall Jenner has often been mocked with the joke of having her own personal starting five of former NBA paramours. Jenner has been linked with Jordan Clarkson, Ben Simmons, Blake Griffin, and most notably, Devin Booker in recent years. Booker and Jenner have reportedly split up but had a two-year-long relationship that ended in 2022.
SKIMS Making Inroads Into The NBA
Kim Kardashian has followed up the announcement of a men’s line, for which the brand signed Shai Gilfeous-Alexander as an ambassador, with this new partnership with the NBA. SKIMS products have been primarily catered to women, with their lingerie and casual wear becoming increasingly popular in recent years. Instead of limiting themselves to making content for women, this shows a clear interest from the brand to also target men.
Many find the NBA having official underwear a little weird, given it’s a sport with no need for official underwear. However, merchandising and licensing are some of the biggest ways leagues make money, so it’s not surprising that this step was taken. Hopefully, it’s a mutually beneficial relationship. With the league incredibly popular with young men in their 20s, this partnership could set the stage for more beauty-oriented partnerships in major men’s sports.
Beauty products have been branded as for women, but most brands carry extensive lines with products for men. SKIMS is primarily for women, but their attempts at growing a male consumer base may set the tone for similar partnerships in other leagues.
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