Nike is partnering with Skims and introducing a new female-focused brand together with the shapewear company co-founded by Kim Kardashian.

The partnership—the first time in Nike history it’s launched a new brand with an outside company—is being marketed as a blend of what each brand is best known for. Nike is making a major play for female consumers and the athleisure market with its Skims partnership for a new women’s brand called NikeSkims.