NikeSKIMS China store: Key takeaways
- NikeSKIMS is preparing to open its first standalone mainland China store at Shanghai’s HKRI Taikoo Hui this autumn
- Its sculpting, fashion-led performance wear gives the brand a clear point of difference, but Lululemon retains a decade of community-building and retail experience in China
- The Shanghai opening will test whether NikeSKIMS’ strong initial interest can translate into sustained demand among Chinese consumers
‘Coming Fall 2026’ is splashed across hoardings under the name NikeSKIMS. That’s the women’s activewear brand that Nike has been building with Kim K’s underwear/shapewear brand SKIMS. Its US response has been positive, and now they’re eyeing up China.
As with other brands in the activewear industry, the proposition is workout clothes that function as everyday leisure clothing too
The brand’s products span gym, studio and lifestyle wear. Footwear and accessories come into it too. As with other brands in the activewear industry, the proposition is workout clothes that function as everyday leisure clothing too. NikeSKIMS, however, stands apart with body-contour design and Nike’s sport authority.
Lululemon will be the brand’s most direct competitor. In the US market, the two brands occupy overlapping premium price bands for basic items like sports bras and leggings. It’s unlikely that pricing will change much for the Chinese market. NikeSKIMS will instead be competing on its ability to give women a Kardashian silhouette.
We shouldn’t get too ahead of ourselves. Lululemon has a ten-year history in China, and it’s unlikely a fledgling brand like NikeSKIMS will be able to rival anything like the ecosystem Lululemon has built in that decade. But NikeSKIMS is showing ambition.
NikeSKIMS Shanghai neighbours will be some of global fashion’s highest flyers
The new store is in HKRI Taikoo Hui mall (兴业太古汇) on West Nanjing Road, Shanghai. Its neighbours will be some of global fashion’s highest flyers. And before we even see open doors here, a partnership with Lane Crawford will put a store in Hong Kong’s Times Square. That’s rapid. The brand’s first collection dropped just last autumn.
The Dao view: Shanghai is a test of whether NikeSKIMS can work abroad
In the US, NikeSKIMS has earned its shot at a second season. Off the back of consumer interest, they’ve been snapping up floorspace and expanding their product offerings. Now they’re showing real confidence.
Without disclosed sales, its commercial impact remains harder to measure than its cultural one. Don’t think of this Shanghai store as a victory lap. It’s more like a test of whether the brand’s sculpting, fashion-first take on performance wear travels.
