All Caught Up: NikeSkims, proof-of-life trends, KPI is the spectacle
WE THE BEST
The leading conversation in all things brand this week was definitely NikeSkims. If you missed it, I wrote a longer take here –
“Nike’s been here before. Big women’s campaigns, big promises—then nothing that sticks. Meanwhile, Skims has spent the last few years proving it understands exactly how to talk to female consumers. This partnership isn’t about reinvention for Nike; it’s a correction.
The women’s sports market is having a moment—record WNBA and NCAA viewership, major sponsorships, and the long-overdue realization that female athletes are economic powerhouses. At the same time, athleisure has matured. It’s not just about looking good; it’s about gear that actually works. Nike owns the performance space but hasn’t cracked the lifestyle-cultural crossover for women in the way it has for men. Skims, on the other hand, has built an empire off of knowing how women want to feel.
Nike gains relevance. Skims gains legitimacy. And both brands enter an evolving performance category that’s no longer just about sport—it’s about identity.”
This week's picks include Dawn’s reformulation, Edward Enniful’s new venture and the biggest online piracy problem right now.
Christina’s weekly scroll –
FOMO is out and SFYO (self-flagellate yourself online) is in.
on proof-of-life trends.Manga, not movies or TV, is the biggest online piracy issue atm.
Elmo for ‘Soft Wins,’ On’s latest campaign! Super cutie.
Nikita note: Ana Andjelic got into the On strategy, here.
Finally, Bella Hadid x Frankies Bikinis! Frankies teamed up with Gigi a few years ago, so bringing Bella in for a collab was a natural next step. J’adore!!!
Tapestry is selling Stuart Weitzman to Caleres (owner of Dr. Scholl's and Famous Footwear) for $105 million in cash. Damn. Context: Tapestry bought Stuart Weitzman in 2015 for $574 million.
Nikita note: I constantly get 50-70% off ‘exclusive’ sales events from SW and Tamara Mellon.
Unexpected but fun—Neutrogena Canada teamed up with Logan (the cucumber guy!) for a simple skincare/simple cucumber salad PR box.
Leaker @TheGhostOfHope claims DJ Khaled will host his own music station in GTA 6, lmao. This isn’t new for the franchise; GTA V had 22 radio stations, many hosted by artists featured. But DJ Khaled? WE THE BEST.
Gen Alpha spends more time gaming than on social media. Same(!)
Melania Trump will pocket at least $28M from her upcoming Amazon documentary… Great work, Jeff Bezos, you absolute monster. More on how the Trumps turned an election win into a cash grab.
Addison Rae!! Vogue France!!!!!!! MY SHAYLA!
It’s happening—Cheryl Hines is liquidating her skincare line, lmfao.
Nikita’s weekly scroll –
Are we finally, finally post-social?
All of The White Lotus collabs (Away, H&M, etc) – everyone is going Barbie.
Cameo is offering raises for RTO.
Where do ambition, liberal arts degrees and anti-intellectualism intersect? And what does that mean for us?
I’m personally over the unhinged social thing. KPI is the spectacle.
Before us… no one really took photos of their food like that. And so items like cakes immediately date a photo.
Edward Enniful has a new venture.
Gross but true: meat-heavy diets have made a Dawn reformulation necessary.
Really weird AI social creative from Crown Affair…
Saint Laurent x Michelle Pfeiffer. Side note: I’m seeing brands post horizontal photos more since the new taller grid happened. Can someone who is a creative explain this to me?
Amazon took over the James Bond franchise…
˚₊‧꒰ა ☆ ໒꒱ ‧₊˚Little Treat Corner ˚₊‧꒰ა ☆ ໒꒱ ‧₊˚
Christina’s weekly report:
READING: You Are Your Cultural Diet c/o
.EATING: Veggie Pub sub.
PLAYING: NOKIA! Also, gotta watch the new Bridget Jones ASAP.
OBSESSING: Over the Magic: The Gathering x Final Fantasy sets that are already sold out </3
RECOMMENDING: $ome $exy $ongs 4 U (just like I would've written it on a burned CD in middle school).
TREATING: Bought an onyx signet ring for protection and $40 worth of mayo. Will report back on both.
Nikita’s weekly report:
READING: An article I’m writing.
EATING: Frozen chicken wontons. They hit every single time.
PLAYING: The new season of The White Lotus.
OBSESSING: Over planning my summer travels.
RECOMMENDING: Making new friends!
TREATING: A hot yoga class.
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