SKIMS, the innovative underwear and loungewear brand co-founded by Kim Kardashian and Jens Grede, has been named the official underwear partner of the NBA, the WNBA, and USA Basketball.

The partnership comes on the heels of the launch of SKIMS’ first men’s collection, which features three collections of everyday essentials designed with comfort at the forefront. The brand celebrated this launch with a campaign titled “Every Body is Wearing SKIMS”, featuring NBA All-Star Shai Gilgeous-Alexander among other athlete endorsers.

Kim Kardashian expressed her pride in the partnership, stating that it reflects SKIMS’ growing cultural influence. “I am incredibly proud of SKIMS partnership with the NBA, as it is a reflection of SKIMS growing influence on culture,” said Kim Kardashian, Co-Founder & Creative Director, SKIMS. “Together, SKIMS and the NBA will connect people of all backgrounds through fashion, sport, and talent, and I look forward to seeing the partnership thrive.”

“The NBA’s modern approach and significant impact on pop culture, entertainment, and fashion is unparalleled in sports,” said Jens Grede, Co-Founder & CEO, SKIMS. “Our partnership marks a remarkable opportunity for SKIMS and the NBA to work together on what it means to engage the next-generation of fans through basketball.”