The partnership—the first time in Nike history it’s launched a new brand with an outside company—is being marketed as a blend of what each brand is best known for. Nike is making a major play for female consumers and the athleisure market with its Skims partnership for a new women’s brand called NikeSkims.

SKIMS and Nike joined forces to "disrupt the industry" and create top-notch, new activewear that works for athletes of all levels.

More than 40 years ago, Michael Jordan helped Nike become the name in basketball sneakers. Today it’s betting that Kim Kardashian can help it do the same for women’s activewear.