NikeSkims Launch Tests Nike’s Women Strategy

Plus: Pull&Bear hits runway to upgrade mass branding

Author

Avinash Duggempudi
September 24, 2025 • Estimated Reading Time: 6 minutes

Fashion Broadcaster

Here’s what’s happening this week in the world of fashion eCommerce and marketing:
- NikeSkims launches, doubling down on the female customer.
- Pull&Bear takes London runway, capsules go shoppable.
- CO2-to-foam bra cups move circularity into intimates.
- A$AP Rocky x Moncler drops street-ski outerwear.
- FRGMTMINI brings premium streetwear to kidswear.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

Nike and Skims will launch a 58-style performance and lifestyle line on Sept. 26, Nike’s first co-created brand aimed at regaining momentum with female consumers. The seven-collection range blends Dri-Fit with Skims compression and inclusive sizing, with announcement buzz already at $6.1 million in media impact value per Launchmetrics. Expect intensified competition in women’s athleisure as drop cadence, fit systems, and influencer-led storytelling reset the bar.

Inditex’s youth label staged its first runway show at London Fashion Week with BFC Newgen designer Marie Lueder, then flipped the switch to immediate e-commerce and select-store availability. The capsule leans into genderless styling, technical fabrics, and event retail to elevate brand equity. Mass brands are increasingly using runway moments to drive full-price sell-through and cultural relevance.

MATERIALS INNOVATION
Turning Waste CO₂ Into High-Performance Foam For Sustainable Fashion
Borealis, Infinium and Fullstride Ventures introduced a foam made from captured CO2, debuting in Fullstride’s carboncup bra cups with comfort and durability on par with conventional materials. The pathway links low-carbon eNaphtha feedstocks to polymers, moving circular claims into intimate apparel. Brands testing this material can unlock lower-footprint basics but will need robust LCAs and supplier verification for compliant marketing.

Jordan Brand readies a China-exclusive AJ1 Low OG “Xuan Wu” for Fall 2025 at $250, fusing mythological motifs with luxury finishes. The localized storytelling and premium price point reinforce Nike’s China strategy of cultural resonance plus scarcity. Expect heightened demand and resale activity that can inform regional assortment planning and limited-edition playbooks.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

A$AP Rocky x Moncler Genius Collection Drops: Moncler releases Rocky’s street-ski capsule, refreshing outerwear merchandising and co-branded storytelling headed into peak winter demand.(More)

Nadine Ghosn x Crayola Limited Edition Lands On HBX: Only 888 boxes drop Sept. 25, a scarcity-led crossover that can spike traffic and collectibles sell-through.(More)

Europe Second-Hand Apparel To Hit $39.1B By 2035: FMI projects 7.7% CAGR, underscoring the need for authenticated resale, circular partnerships, and AI-driven pricing in platform strategy.(More)

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