The partnership—the first time in Nike history it’s launched a new brand with an outside company—is being marketed as a blend of what each brand is best known for. Nike is making a major play for female consumers and the athleisure market with its Skims partnership for a new women’s brand called NikeSkims.

Nike and SKIMS, the women’s clothing brand co-founded by Kim Kardashian, are joining forces on a new venture. The two companies announced this week the launch of NikeSKIMS with plans to “disrupt the global fitness and activewear industry.

Nike Inc. and Kim Kardashian’s underwear label Skims are teaming up on a new fitness brand geared toward women.

SKIMS and Nike joined forces to "disrupt the industry" and create top-notch, new activewear that works for athletes of all levels.