What do you do if sales and value of your shares are falling?

If you are Nike, you call in a Kardashian.

CNN reports That nike shoe giant has partned with Kim Kardashian To create the “nicecims”, one of the Nike brand takes its successful line of schemes, which is estimated at $ 4 billion.

According to a common omission by Nike and Kardashian, Nicecims aims to “disrupt the global fitness industry and active clothing with the best class innovation in the service of all women sneakers”. A global departure is planned in 2026, but some other details have been allocated.

Connected: Which businesses do Kardashians own? Skims, kylie cosmetics

CNBC analysts Say this action signals Nike's strategy to go after women's clients who are lost for Lululemon's likes. The current Demo of the gender of Nike's client is 60% men and 40% women. Women traditionally buy more clothing than men, so this Kardashian team could be a massive growth option.

And it looks like they are at a good start – Nike's shares increased almost 3% after the Kardashian partnership announcement.