Instagram/@krisjenner
Kris Jenner’s new marketing agency organized a huge marketing event for Nike x SKIMS at the Public Library in New York City, including a live performance. The matriarch of the Kardashian-Jenner bit of the family dropped a snippet of the activewear line being launched, and by the next minute, the looks opened themselves up for debate as to aesthetic inspirations and became the backbone of online chatter. Kylie Jenner was among the family members supporting the launch.
Advertisement
The post was pretty basic; the caption said merely “NikeSKIMS Performance at The New York City Library.” The video accompanied a crescendoing musical score: the views of performers in coordinate outfits go slow, deliberate, and flustered against the stark architecture of the library. Very few were willing to see beyond the stark approach that went against everything an athletic wear launch would go for.
One of the very first reactions was that it is very reminiscent of Kanye West fashion for Yeezy. One Tonia remarked thus, “I’m feeling some Yeezy influence here and I love it!” The impact of this remark was doubled when somebody else responded directly underneath her, “Influence?! It’s completely what he did YEARS ago😂.” The farther down the comments, the more asses were seeing the resemblance with comments filling the feed like “It’s giving Kanye fashion shows for Yeezy😅” and “Screaming Yeezy was creative director.” The neutral tones and sharp choreographic style basically resuscitated the vintage fashion show era.
From the willing praises that produced the teaming up went, “What an amazing sponsorship w library & Nike!” signaling how clever it is to unite haute couture with a temple of knowledge to fashion an overt brand moment. Another voice commented harnessing praise to the marketing itself: “kim is a marketing genius. period.” Hence, a possible tipping of the scale of renown appeared when the latter comment said, “She learned it from her mom, Kris!” This extra comment essentially sealed the loyalty of the family as a marketing dynasty. The event’s success brings to mind another recent high-profile campaign, like the stunning L’Oréal Paris Mugler campaign featuring Kendall Jenner.
Choreography was another layer. Some of the comments acknowledged grace and discipline movements. One user said: “I know #Pilates inspiration when I see it 😍,” claming that slow-controlled poses used in the choreography recalled something to do with current fitness trends. Others went on giving different interpretations, some being downright gleeful-worthy or taunting. One commenter wrote, “It looks like ballet except no posture,” and another: “looks like my schools P.T class 😂.” These were reassuring experiences that these performance acts instantly became the center of conversations; comments and interpretations went in different directions.
A barrage of cultural references was fired as members of the community connected to the concept behind the “Apeshit” video by Beyoncé and Jay-Z, shot in the Louvre museum. “This reminds me of the apeshit music video of Beyoncé and Jay Z 😂,” one commenter argued, positioning Jenkins’ show as prideful for having dipped into the melding of modern art and contemporary performance against classical and elitist backdrops.
Advertisement
The event was conceived as wholly successful from a brand perspective. The flurry of positive reports from names that take no risk in standing by Kim as an equal included, “BRAVA Kim! This is an extraordinary feat. So thrilled for you. ❤️” and “Opulence at its Best 🤍🤍🤍🤍🤍🤍🤍👏👏👏👏.” The deliberate choice of location, with the splash of minimalism for its artistic direction, only rivaled the impact of the collaboration itself on creating buzz. Kris Jenner’s unveiling of the Nike x SKIMS performance was less of a simple product announcement and more of a cleverly curated cultural moment that generated a conversation and sealed the brand at the modern intersection between athletic wear and high fashion. This kind of buzz-generating spectacle is similar to the anticipation built for events like Vogue World: Hollywood. The marketing strategy even drew comparisons to more unconventional ads, such as the bizarre black-and-white foundation ad for MAC Cosmetics. The lister they put on air-the chatter that followed-are really where the Nike x SKIMS performance announced finds its success. The family’s promotional efforts often include nostalgic touches, much like the Wizard of Oz family photos shared at The Sphere.