Skims Wants to Be the New Nike. Brand Experts Say That’s a Pipe Dream.

• Skims CEO Jens Grede compared the Kim Kardashian-fronted brand’s successes to Nike in the 1990s.
• Grede told the FT that, like Nike, Skims “exists at the intersection of culture and commerce.”
• Brand experts say it’s impossible to match Nike’s success, especially with Kardashian’s influence.

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