The WNBA’s branding as one of the most exciting leagues continues to evolve, with a notable focus on the intersection of fashion and sports.
A recent Skims ad campaign, launched just before the women’s basketball season kicks off, showcases this fusion.
The campaign features WNBA rookie Cameron Brink, newly retired three-time champion and Adidas basketball president Candace Parker, along with All-Stars and Olympians Kelsey Plum of the Las Vegas Aces, Skylar Diggins-Smith of the Seattle Storm, and DiJonai Carrington of the Connecticut Sun.
The players are styled in various neutral-toned undergarments, including bikini and high-waist briefs, boy shorts, bandeaus, and T-shirts, all while accessorized with basketballs, high heels, and elaborate rhinestone jewelry. The campaign plays with classic pinup imagery but with a modern twist, portraying the athletes with a commanding presence rather than a suggestive one, redefining Skims from shapewear to haute sportswear.
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This marks Skims’ first campaign that celebrates female athletes, following earlier initiatives focusing on male sports figures, such as a men’s line with Shai Gilgeous-Alexander and a March Madness campaign. This shift comes amid rising popularity and visibility for women’s basketball, highlighted by record-breaking viewership of the NCAA tournament, which had sparked criticism of Skims for its previous male-centric focus.
The campaign reflects the increasing influence of female athletes who are leveraging their visibility for personal branding and deeper engagement with the fashion industry. For instance, Cameron Brink, the second overall pick now with the Los Angeles Sparks, has already made fashion statements on the WNBA orange carpet and has a substantial following on Instagram. Angel Reese, another top draft pick, recently made headlines at the Met Gala and launched a jeans campaign with Good American.
Additionally, Caitlin Clark, the top draft pick by the Indiana Fever, has been seen in high-end fashion from brands like Louis Vuitoon and Prada, underscoring the blending of sports and luxury fashion.
As Skims expands into the sports arena, including becoming the official underwear partner for the NBA, WNBA, and USA Basketball, its campaigns are anticipated to showcase more such innovative partnerships. Kim Kardashian, in discussing the strategy, highlighted Skims’ expanding cultural impact and its plans for unexpected initiatives, exemplified by the WNBA campaign.
This approach is part of a broader trend where fashion entities, like LVMH, actively engage with sports, turning athletes into brand ambassadors to blend high fashion with high performance.
This strategy not only enhances brand visibility but also enriches the sports experience, proving that competition extends far beyond the court.
