Bringing a New Brand into the World
Introducing a Brand World Through Experience
Belief: Brands should feel like worlds, not ads.
Overview
NikeSKIMS was introduced as a long-term brand built from the strengths of two category-defining companies. Combining Nike's expertise in sport and performance with SKIMS' approach to fit, comfort, and femininity, the launch represented the creation of an entirely new brand positioned at the intersection of sport, style, and culture.
Unlike a traditional collaboration, NikeSKIMS was designed to establish a new point of view for women's performance apparel—one that challenged the idea that consumers must choose between function and style.
Over a six-month planning period, I led creator content strategy, launch gifting strategy, VIP dressing, launch event gifting, and influencer partnership execution, working closely with both Nike and SKIMS leadership teams to help bring the brand to life.
Opportunity
Nike was looking to deepen its connection to women beyond performance by participating more meaningfully in conversations around style, confidence, and self-expression.
At the same time, SKIMS was looking to expand beyond intimates and loungewear into performance apparel through one of the most trusted names in sport.
Together, both brands identified an opportunity to create something neither could achieve alone.
NikeSKIMS filled a growing gap between traditional performance apparel and fashion-forward activewear, acknowledging that modern consumers no longer separate how they perform from how they feel.
The launch wasn't introducing a product.
It was introducing a new brand.
Insight
Consumers needed to see NikeSKIMS lived in before they could understand it.
When launching a new brand, creators don't simply build awareness—they make the brand feel real.
The role of creators, athletes, trainers, gifting recipients, and launch experiences wasn't to explain product features. Their role was to help consumers visualize the world NikeSKIMS was building and imagine themselves inside it.
Strategy
The strategy centered on world-building.
Every touchpoint—from creator content and gifting to events and VIP dressing—was designed to reinforce that NikeSKIMS was not a collaboration, but a new brand entering the market.
Fitness creators validated performance. Lifestyle creators demonstrated versatility. Athletes and trainers reinforced credibility. Gifting recipients introduced the brand to influential communities. Launch experiences transformed the vision into something tangible.
Together, these elements created an ecosystem that helped consumers understand what NikeSKIMS represented before they ever touched the product themselves.
My Role
Creator Strategy & Brand Storytelling
Led creator content strategy from concept through launch across 28 paid creator partnerships
Developed creator ecosystem recommendations spanning fitness, lifestyle, fashion, athlete, and trainer communities
Identified, sourced, negotiated, and managed creator partnerships
Led all talent briefing calls, creative development, and content direction
Partnered with Nike and SKIMS teams to translate the NikeSKIMS vision into creator storytelling
Managed content review, approvals, and feedback across both organizations
Launch Gifting & Seeding Strategy
Led launch gifting strategy across VIP, athlete, trainer, and event gifting programs
Developed recipient recommendations and curated product assortments aligned with launch objectives
Collaborated with Nike and SKIMS leadership on packaging concepts, product selection, and gifting experience design
Managed fulfillment planning, logistics, delivery coordination, and launch-day execution
Oversaw gifting for 110 VIP recipients, 40 Nike-sponsored athletes, and 20 Nike trainers
VIP Dressing & Launch Experience
Led VIP dressing coordination for launch events, media appearances, and key brand moments
Managed product selection, sizing, inventory allocation, and logistics across celebrity and VIP attendees
Coordinated directly with styling teams and stakeholders to fulfill wardrobe requests
Led gifting operations across the House of Innovation launch event and VIP executive dinner
Hosted creators and guests onsite throughout launch week and supported the consumer-facing NikeSKIMS experience
Cross-Functional Leadership
Worked across Nike, SKIMS, PR, production, retail, creative, and executive teams throughout launch planning and execution
Helped align multiple stakeholder groups around a shared vision for a new brand entering the market
Supported launch execution from early strategy development through announcement-week activations
Launch Gifting System
Launching a new brand requires more than awareness—it requires belief.
To introduce NikeSKIMS to creators, athletes, trainers, and VIPs, gifting was designed as an extension of the brand experience. Custom stability balls, branded duffle bags, and curated product assortments transformed traditional seeding into a physical introduction to the world of NikeSKIMS.
Each package featured three curated looks designed to demonstrate the NikeSKIMS system of dressing, helping recipients understand how performance and style could seamlessly coexist within a single wardrobe. The goal wasn't simply to place product in people's hands—it was to allow recipients to experience the world of NikeSKIMS before it officially entered the market.
Creative Direction
The creative challenge was demonstrating that performance and style could coexist.
Creators were encouraged to show NikeSKIMS in motion—capturing the product during workouts, training sessions, and active routines while also highlighting how the collection transitioned seamlessly beyond fitness environments.
Content focused on movement, confidence, versatility, and the NikeSKIMS system of dressing.
Rather than emphasizing technical specifications alone, the creative direction centered on showing consumers how NikeSKIMS could fit into their everyday lives.
Bringing the Brand to Life
Introducing a new brand required more than product and content—it required creating experiences that allowed audiences to step inside the world of NikeSKIMS.
Launch day unfolded across three connected experiences in New York City, each designed to build awareness, generate advocacy, and communicate the brand's vision through participation rather than promotion.
The day began with a live public performance on the steps of the New York Public Library featuring athletes, models, creators, and dancers showcasing the collection through synchronized movement. Designed around the launch theme of "Bodies at Work," the performance transformed the collection into a living expression of the brand.
That evening, Nike's House of Innovation was transformed into an immersive NikeSKIMS environment where media, celebrities, executives, athletes, and tastemakers could experience the product firsthand through installations, product displays, gifting, and experiential design.
The launch concluded with an intimate VIP dinner bringing together leadership, media, celebrity attendees, and key partners to celebrate the debut and communicate the long-term vision for the brand.
NY Public Library
Public Brand Debut
NikeSKIMS was introduced to the public through a live performance on the steps of the New York Public Library. Featuring athletes, models, creators, and dancers, the activation transformed the collection into movement, offering audiences a first look at the brand through the lens of strength, confidence, and performance.
House of Innovation
Immersive Brand Experience
Following the public debut, Nike's House of Innovation was transformed into an immersive NikeSKIMS experience. Product installations, interactive displays, and curated environments allowed celebrities, creators, media, athletes, and cultural tastemakers to experience the new brand firsthand.
VIP Dinner at Four Twenty Five
Building Community around the Brand
The launch concluded with an intimate dinner bringing together Nike and SKIMS leadership, celebrities, creators, media, athletes, and key partners. The evening celebrated the debut of the brand while creating space for conversation, relationship building, and a shared vision for the future of NikeSKIMS.
VIP Dressing
Extending the Brand through People
Alongside launch events, I led VIP dressing coordination for key appearances throughout announcement week. From product selection and sizing to logistics and fulfillment, every look was curated to ensure the brand was represented consistently across media, talent, and public-facing moments.
Challenge
The primary challenge was building anticipation for something consumers had never seen before while staying true to two of the most recognizable brands in the world.
Every creator selection, content approval, gifting decision, and event experience required alignment across both Nike and SKIMS teams—organizations with distinct brand identities, creative approaches, and expectations.
The challenge wasn't simply launching a product.
It was helping creators, consumers, and media understand the vision of an entirely new brand while balancing performance credibility with cultural relevance, technical innovation with style, and Nike's heritage with SKIMS modern point of view.
Impact
Brand Impact
Successfully introduced NikeSKIMS as a distinct brand positioned at the intersection of sport, style, and culture
Generated anticipation across fashion, fitness, and lifestyle communities prior to launch
Established a clear brand identity beyond a traditional partnership model
Creator Impact
Partnered with 28 creators across Instagram and TikTok
Generated 61 creator posts
Produced 2.82M views
Generated 481.5K engagements
Delivered $283.2K EMV
Cultural Impact
Generated extensive earned conversation across creator, athlete, media, and celebrity communities
Secured participation from athletes, trainers, executives, celebrities, and cultural tastemakers
Created the anticipation typically associated with a major brand debut rather than a traditional product launch
Key Takeaway
This project strengthened my belief that brands should feel like worlds, not ads.
The success of NikeSKIMS wasn't driven by a single campaign, creator, or event. It was built through an ecosystem of experiences that helped consumers understand, believe in, and ultimately want to belong to the brand.
Launching a new brand requires more than generating awareness. It requires creating a point of view that people can see themselves inside.
The most effective brand building doesn't simply tell people what a brand is—it gives people the opportunity to experience it for themselves.
