Nike 24.7 is a new apparel collection featuring Nike material innovation that sets the standard of comfort and elevated athletic style.
NikeSKIMS was not on anyone’s bingo card for 2025. The alignment of the two brands, however, is more complimentary than it seems. During January Nike dropped a collection of apparel labeled 24.7. It flew under the radar and like most of the apparel Nike creates, it’s not front and center, but after taking the time to check out the apparel in a local Nike store, it doesn’t scream Swoosh and unlike some of the recent attempts at athletic sportswear, it isn’t an attempt at recreating a FOG Essentials aesthetic.
Nike 24.7 Apparel Collection Delivers a New Standard of Comfort and Athletic Style — NIKE, Inc.
The 24.7 logo isn’t placed in a prominent position, and it isn’t bold, but the apparel looks and feels like elevated sportswear. If there is a comp, some of the looks are along the lines of Y-3, but not in an exaggerated manner and not in attempt to make statement pieces. 24.7 looks and feels like the complimentary cover to SKIMS’ undergarments.
Nike isn’t a brand looking to sell shapewear. Nike wants every athlete to be supported and is more at home telling people how to get fit vs how to utilize clothing as an enhancement. Both parties have a finite amount of reach within their natural segments. SKIMS realizes every-body can look better and Nike wants every-body to be better and within the 24.7 line from the Swoosh there lies the natural synergy of comfort and subtle style for athletes.
Could this be seen as a reach for Nike? Definitely. Nike has on several occasions attempted to nail the women’s market and they’ve come up short. Nike has had scandal with the treatment of women athletes (the brand lost Allyson Felix who created Saysh). Nike faced headwinds in growth because Lululemon initially disrupted the brand and now Vuori and Alo are encroaching.
SKIMS is basically Nike taking the old school Under Armour approach. When UA launched, they became successful because they created what you wore under the uniform. SKIMS allows Nike admission into an obvious growth area by giving the brand access to what you put on before you get dressed. With 24.7 already catering to the SKIMS outerwear style there could be a seamless transition into the expanded lineup that will release in 2026.
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