Kim Kardashian’s Skims Generated $13.8 Million in Media Impact Value With Menswear Line Launch
It looks like Kim Kardashian still knows how to break the internet.
The unveiling of her brand Skims’ menswear collection garnered $13.8 million in media impact value in one week, according to a report revealed by Launchmetrics on Wednesday.
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On social media, Kim Kardashian’s post about the line generated $4.5 million in MIV for the brand, securing her the top placement for the brand from Oct. 23 until Oct. 30.
The collection’s launch, which was accompanied by photos of Nick Bosa, Shai Gilgeous-Alexander and Brazilian soccer star Neymar Jr., went quickly viral on social media. Called Skims Mens, the line featured an assortment of men’s underwear, with briefs and boxers, tanks and T-shirts in ultrasoft fabrics.
Following the debut of the menswear collection, Kardashian joined NBA commissioner Adam Silver at a press conference held in New York on Sept. 28 to announce Skims as the official underwear partner of the NBA, WNBA and USA Basketball. According to Launchmetrics, conversations online and on social media about the partnership have generated $7.8 million in MIV in one week. On top of that, Kardashian’s post on Instagram regarding the NBA announcement was the top placement, worth $1.2 million in MIV.
“I am incredibly proud of Skims’ partnership with the NBA, as it is a reflection of Skims growing influence on culture,” Kardashian said in a statement after the announcement. “Together, Skims and the NBA will connect people of all backgrounds through fashion, sport and talent, and I look forward to seeing the partnership thrive.”
Speaking of Kardashians, Kylie Jenner’s release of her clothing line Khy on Oct. 24 garnered $14.9 million in MIV in one week. The images shared by her on social media scored the top placement worth $982,000 in MIV.
Launch Gallery: PHOTOS: Skims Mens Campaign Featuring Neymar Jr., Nick Bosa and Shai Gilgeous-Alexander
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