[Saba Sports News] Kim Kardashian’s clothing brand, SKIMS, has forged a multi-year partnership with the NBA, becoming the league’s Official Underwear provider for the foreseeable future. Notably, not everyone welcomed this news, as former NBA superstar Chandler Parsons took a swipe at Kardashian’s history of relationships with NBA players in an Instagram comment, responding to Evan Turner.
Despite her highly publicized personal life, Kardashian’s success in building a billion-dollar empire around her family, including the flourishing SKIMS brand, should be seen separately. With this NBA collaboration, her estimated net worth of $1.7 billion is likely to see further growth.
The Kardashians and the NBA have been intertwined for years. Kim Kardashian had a well-known public romance with NBA veteran Kris Humphries in 2010, leading to a brief marriage that ended in divorce less than three months later. While this was her only publicly known relationship with an NBA player, Chandler Parsons’ comments may appear somewhat unwarranted and dismissive of her achievements through this partnership.
Other members of the Kardashian-Jenner family have also been linked to NBA players. Khloe Kardashian, in particular, has been in high-profile relationships with players like Rashad McCants, Lamar Odom, and Tristan Thompson, with her romantic life frequently making headlines. She has also been linked to Rick Fox and James Harden, reportedly dating the latter until 2016.
Kendall Jenner, another family member, has often been playfully teased for her connections to NBA players. Her past relationships include Jordan Clarkson, Ben Simmons, Blake Griffin, and, most notably, Devin Booker, although they reportedly ended their two-year relationship in 2022.
Kim Kardashian’s SKIMS brand has expanded its reach by launching a men’s line, with NBA player Shai Gilgeous-Alexander serving as an ambassador. While SKIMS products have traditionally targeted women, this move demonstrates the brand’s intention to appeal to male consumers as well.
The NBA’s decision to partner with an underwear brand may raise eyebrows, as basketball is not typically associated with the need for official underwear. However, merchandising and licensing are significant revenue streams for sports leagues, making such arrangements unsurprising. This partnership could prove mutually beneficial, especially given the NBA’s popularity among young men in their 20s. It may also pave the way for similar beauty-related collaborations in major men’s sports.
While beauty products have traditionally been marketed primarily to women, many brands offer extensive product lines for men. SKIMS, primarily catering to women, is venturing into expanding its male consumer base, potentially setting a precedent for similar collaborations in other sports leagues.