Nike has announced a partnership with the Kim Kardashian -helmed clothing brand Skims to create a new brand called NikeSkims. According to the two entities, the joint brand focuses on disrupting the global fitness and activewear industry by creating top-of-the-line products for women.

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

The tie-up is expected to give Nike a leg up in women-centric athleisure brands as it stakes its turnaround on a return to its core sports roots. It currently relies on its men-fo