Kim Kardashian And Nike Debut NikeSKIMS Collection

Plus: Victoria’s Secret bets on ‘sexy’ again as sales tick up

Author

Avinash Duggempudi
September 24, 2025 • Estimated Reading Time: 6 minutes

ClickZ Underwear

Here's what's happening this week in the world of underwear, intimates, and DTC e-commerce:
- Nike teams with SKIMS; activewear meets intimates at scale.
- Victoria’s Secret pivots back to sexy, sales firm.
- Adore Me expands into men’s with Soft TOUCH.
- Runways embrace underwear-as-outerwear; merchandising shift ahead.
- Reviews elevate pouch support and fabric performance.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

Nike and SKIMS launch a co-branded activewear line on Sept. 26, introducing four collections powered by Nike Dri-FIT and SKIMS’ sculpting tech, alongside a 50-athlete content slate—and footwear teased for 2026. This fuses performance and shapewear into one merchandising story, with implications for assortment, creator strategy, and retail placements. Impacted: activewear and intimates brands, retail buyers, and performance marketing teams calibrating spend around athlete-driven launches.

New CEO Hillary Super is steering Victoria’s Secret back to a bolder aesthetic—relaunching ‘Very Sexy,’ reviving runway-style glam, and pledging broader representation. Early signals are positive (stock up ~8%, recent sales up 3%), but the play requires tight brand-safety, inclusivity, and creative guardrails. Affected: legacy and challenger intimates brands, retail partners, and creative teams balancing sensuality with modern values.

Adore Me expands loungewear with 100 mix-and-match styles, enters men’s underwear, and extends distribution to Macy’s, Nordstrom, and Target—priced under $50 for VIPs. This is an influencer-led, price-accessible, omnichannel push to widen baskets and bring men into the franchise. Impacted: mid-market intimates, big-box retail buyers, and PMMs tuning pricing, fabric stories, and cross-gender merchandising.

Knix used athlete insights and a $2,000 creator incentive to normalize period talk in sports, generating 300M earned impressions and a 238% search lift. It’s a blueprint for high-EMV, stigma-busting storytelling where equity and education lead over short-term sales. Affected: brands in leakproof, active, and teen segments; sports partners; and social teams navigating sensitive topics at scale.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

Underwear As Outerwear Dominates NYFW: NYFW’s exposed bras, branded waistbands, and lingerie-as-daywear signal near-term merchandising and content pivots—style sets and transparency motifs with careful platform compliance.(More)

What Product Reviews Say About Men’s Underwear: Wirecutter’s tests elevate breathable cotton blends, supportive pouches, and no-ride legs—resetting consumer expectations and PDP copy for comfort, support, and moisture management.(More)

Male Intimates Advertising Goes Mainstream: Robert Irwin’s viral underwear spot underscores broader cultural acceptance—an opening for challenger brands to test unexpected ambassadors and broaden reach.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division