The North Face x Skims Collaboration Generates $5.4 Million in Media Exposure Within 48 Hours

Today estelle. New Tuesday 10th December 2024 10:48 PM REPORT

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The North Face and Skims are a powerful combination: within just 48 hours, their upcoming limited-edition collaboration generated $5.4 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate return on investment.

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A look at The North Face x Skims one-piece.

Kim Kardashian’s posts teasing The North Face x Skims contributed $1.9 million to the total MIV. The reality star and entrepreneur founded her shapewear, loungewear and apparel brand in 2019.

The North Face’s new collection with Skims, out Tuesday, features the outdoor clothier’s bestselling puffer jackets and thermals in a spectrum of nude shades, upon which Skims built its $4 billion empire.

The North Face x Skims top, gloves and beanie.

Speaking to WWD, David Whetstone, director of collaborations and energy at The North Face, said the company approached Kardashian, an avid skier, once they found out she was a fan of the brand.

“We recognize the world is changing quickly and we’re always interested in partners that are driving culture,” Whetstone explained. “We felt that Skims is doing something different in driving culture and is iconic in their own way,” he said.

“This marks Skims’ first foray into the world of winterwear and partnering with The North Face allowed us to leverage their expertise in this category,” Kardashian added. “The collection is a combination of functional and flattering apparel solutions for the season. I’ve spent a lot of time on the slopes, so I was definitely inspired when we were developing this collection, and I can’t wait to wear these pieces on my next trip.”