Kim Kardashian Skims Team USA Olympics partnership has become an unexpected talking point at the 2026 Winter Games. Several American athletes have publicly thanked Kardashian after her brand designed official Team USA apparel.
The buzz began during the opening days of the Olympics in Milan and Cortina. While competition venues hosted high-profile events, much of the attention focused on what athletes wore off the field.
The apparel comes from Skims, the clothing brand founded by Kim Kardashian. For the 2026 Winter Olympics, Skims created a dedicated Team USA collection.
The lineup includes flannel pajamas, underwear, and branded tops featuring the U.S. Olympic insignia. Athletes wear the gear inside the Olympic Village while preparing for events such as skiing, curling, hockey, and figure skating.
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According to the company, a large portion of the Skims Olympic collection sold out shortly after launch. The response signaled strong consumer interest even before the Games reached full momentum.
Kardashian described the collaboration as deeply personal. She said the collection celebrates the courage, determination, and excellence of the athletes representing the United States.
The collaboration gained visibility when athletes themselves began sharing the apparel. Speed skaters Greta Myers and Sarah Warren posted images showing how they adapted the gear for winter conditions.
Their posts helped bring attention to the partnership without a traditional advertising campaign. Sports business analysts say athlete-led exposure now carries more influence than formal sponsorship rollouts.
Compared with past Olympic cycles, the Skims partnership reflects a broader shift. Brands now focus more on athlete comfort, identity, and everyday experience than on performance wear alone.
This approach places lifestyle brands directly into elite sporting environments. It also aligns with changing expectations among athletes and fans.
Skims expands its sports footprint
Skims’ Olympic presence builds on its growing role in professional sports. Since 2023, the brand has served as the official underwear partner of the NBA and the WNBA.
Major outlets have highlighted these partnerships as a sign that lifestyle brands now play a larger role in elite athletics. The Olympic collaboration extends that strategy onto a global stage.
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Competition at the Winter Olympics continues this week, with events such as bobsledding, skeleton, and ski mountaineering set to begin.
Coverage remains available through NBC and Peacock. While medals will dominate headlines, the Skims partnership shows how branding and athlete experience now shape the Olympic narrative alongside results.
