Nike will launch a new women's activewear brand in the U.S. this spring in partnership with Kim Kardashian-owned shapewear label Skims, as CEO Elliott Hill works to broaden its offerings to better compete with upstart brands.

Nike is launching a new women's activewear line, NikeSKIMS, in collaboration with Kim Kardashian's shapewear brand.

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.