NikeSKIMS, the hybrid activewear line born from the collaboration between Nike and Kim Kardashian’s shapewear brand, has touched down in Australia exclusively through David Jones. The department store’s flagship Sydney and Melbourne locations are hosting dedicated shop-in-shops for the collection.
David Jones’ exclusive retail partnership in Australia is a coup for the department store, which has been aggressively courting Gen Z and millennial shoppers through streetwear and collaborations. The NikeSKIMS launch was accompanied by a social media campaign and in-store events that drew queues before opening.
The line, which launched globally last year, merges Nike’s performance fabric technology — Dri-FIT, mesh ventilation, compression-grade nylon — with SKIMS’ signature approach to fit and silhouette. The result is a category that slots between traditional activewear and ready-to-wear: leggings, sports bras, bodysuits, and outerwear pieces designed for both the gym and the commute.
The shop-in-shops carry the full NikeSKIMS assortment: core basics in the brand’s signature neutral palette, seasonal colour drops, and limited-edition capsule pieces. Price points range from AUD $65 for accessories to $220 for outerwear, positioning the line as premium but not luxury.
For David Jones, the exclusive marks another step in the retailer’s effort to distinguish its fashion offer from competitor Myer and from the growing presence of international e-commerce in Australia. NikeSKIMS, with its built-in customer base and cultural resonance, is exactly the kind of traffic driver the strategy requires.
The collaboration has been one of Nike’s most commercially successful partnerships in recent years, outperforming the brand’s expectations in both North America and Europe. The Australian market, with its high penetration of both athletic and lifestyle wear, represents a natural extension.
