Nike Launches New Sportswear Brand In Partnership With Kim Kardashian’s Skims

by THEFUTURE.TEAM

February 19, 2025

NikeSKIMS is set to make waves in the women’s sportswear market, as Nike announces a new brand in collaboration with Kim Kardashian’s Skims. This spring, the new line will launch in the United States, aiming to reshape the global fitness industry with cutting-edge innovations tailored to women who exercise.

A New Force In Women’s Sportswear

The NikeSKIMS collection will feature a full range of training apparel, footwear, and accessories, and will debut in select retail locations and online this spring. Expanding internationally next year, this partnership marks a significant move for Nike as it diversifies its offering to better compete in the growing women’s sportswear segment.

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The launch follows the vision of Nike CEO Elliot Hill, who has sought to strengthen the brand’s presence in a market where new competitors are making waves. Currently, more than half of Nike’s sales come from its men’s division, and NikeSKIMS represents a bold step toward balancing that dominance with an expanded focus on female athletes.

Skims: A Billion-Dollar Success

Founded by Kim Kardashian in 2019, Skims started as a shapewear brand but quickly grew into a lifestyle label with sportswear and loungewear. In October 2024, the brand even ventured into men’s apparel, cementing its status as a market leader. In 2023, Skims was valued at over $4 billion, with 2022 revenue reaching $500 million. The brand’s success has been a major contributor to Kardashian’s wealth, accounting for three-quarters of her fortune.

Skims has also made waves with high-profile partnerships, including becoming the official underwear supplier for the US Olympic Team in 2021 and collaborating with fashion house Fendi. In 2024, the brand further elevated its status with a deal to supply official underwear for the NBA.

A Strategic Move For Nike

Nike’s investment in NikeSKIMS comes as part of a broader strategy to engage with a rapidly growing market segment. With Kim Kardashian’s influence and Skims’ established reputation, this new brand is poised to disrupt the women’s sportswear market and elevate Nike’s offerings for female consumers, promising exciting innovations and products.

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Cyprus Expected Working Life Reaches 39.5 Years, Above EU Average

by THEFUTURE.TEAM

July 20, 2026

People in Cyprus are expected to spend 39.5 years in the workforce, around two years longer than the European Union average of 37.5 years, according to the latest Eurostat data for 2025.

The figure places Cyprus among the EU countries with the longest expected working lives.

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Cyprus Ranks Above EU Average

Only a handful of member states recorded higher figures than Cyprus. The Netherlands topped the ranking at 44 years, followed by Sweden at 43.4 years, Denmark at 42.6 years, and Estonia at 41.5 years.

At the other end of the ranking were Romania with 32.7 years, Italy with 33.0 years, Bulgaria with 34.6 years and Greece with 35.3 years.

Gender Gap Remains Wider Than EU Average

Men in Cyprus are expected to remain in work for 42.1 years, compared with 36.7 years for women. The gap of 5.4 years exceeds the EU average gender gap of 4.1 years.

Across the bloc, Lithuania, Latvia and Estonia were the only countries where women were expected to spend longer in employment than men. Finland recorded the smallest positive gender gap at 0.7 years.

Italy posted the widest gap at 8.9 years, followed by Romania at 6.9 years, Greece at 6.7 years and Malta at 6.3 years.

Working Lives Continue To Lengthen

Between 2016 and 2025, expected working life in Cyprus increased by 3.5 years, placing the country among the strongest performers in the EU over the period. Men’s expected working life rose by 3.3 years, while women’s increased by 3.6 years.

Across the EU, every member state recorded an increase. Malta posted the largest gain at 4.9 years, followed by Hungary and Ireland at 4.2 years each, and the Netherlands at 4.1 years.

Malta’s increase was driven largely by women, whose expected working life rose by 7.8 years, the biggest increase recorded across the bloc.

By comparison, Romania, Spain, Italy, Germany and Austria recorded gains of two years or less over the same period.

Women’s Working Lives Increase Faster Across Europe

Women’s expected working life increased faster than men’s in most EU countries. Denmark, Romania, Sweden and Greece were the main exceptions.

In Cyprus, gains for men and women were broadly similar, alongside Bulgaria, Belgium and Slovenia.

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