Gen-Z, Millennial Opps: SKIMS sponsors NBA, launches men's line (Score 82)

Sales lead: Reach out to help SKIMS promote its new men's line. 

• SKIMS just announced it is now the first Official Underwear of the NBA, WNBA, and USA Basketball. 
• The company will place on-court virtual signage during NBA games and be featured on its social and digital accounts. 
• We told you about SKIMS landing $270m in new funding in July.

In other news:

• SKIMS just launched its first menswear line. 
• It includes underwear, T-shirts, and leggings. 
• SKIMS tapped celebrity athletes Nick Bosa, Neymar, and Shai Gilgeous-Alexander to promote the line. 
• The company is also planning to open a brick-and-mortar flagship store in Los Angeles next year. 

Target demographic: Gen-Z & millennials

The company will likely:

• Seek additional sports sponsorships
• Keep ramping up ad spend
• Build out its agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: SKIMS spent approximately $3.3m on national TV ads YTD, up from $1.1m spent in this channel during the same time period of 2022.  
• 2021-2022 spend: Full-year spend skyrocketed from $814.2k in 2021 to $3m in 2022. 
• Ad programming: It placed ads during programming such as Sister Wives, On Patrol: Live, Dr. Pimple Popper, NBA Basketball, and South Park. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: SKIMS spent nearly $2.4m on digital display ads YTD, an 85% increase from $1.3m spent in this channel during the same time period of 2022. 
• YTD data: 337.6m impressions via Instagram (34%), Facebook (30%), desktop display (17%), YouTube (16%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend equaled $2m in 2021 and $1.9m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, mail.aol.com, and lipstickalley.com. It placed 6% of these ads indirectly through Criteo onto sites such as yahoo.com, sheknows.com, youtube.com, huffpost.com, and currently.att.yahoo.com. 

Agency analysis:

• Opportunity: I recommend offering PR, digital, social, and influencer relations services. 
• Current roster:
  • In-house: creative
  • Horizon: media

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.