5 Reasons Why Shai Gilgeous-Alexander’s SKIMS Campaign Is Redefining NBA Fashion

The intersection of elite basketball and high-end fashion has never been clearer than with Shai Gilgeous-Alexander's groundbreaking partnership with SKIMS. As of this writing in December 2025, the Oklahoma City Thunder superstar continues to solidify his status as the NBA’s undisputed style king, a reputation that led him directly to become one of the faces of Kim Kardashian’s hugely successful brand’s first-ever menswear collection. This collaboration, which officially launched in October 2023, was a pivotal moment for both the brand and the athlete, signaling SKIMS’ serious expansion into the men's market and further cementing SGA's influence beyond the court. It's more than just an endorsement; it’s a cultural statement that leverages the Gen Z appeal of the basketball prodigy to redefine comfort and style for men everywhere.

Shai Gilgeous-Alexander: The Fashion Icon's Full Profile

Shaivonte Aician Gilgeous-Alexander, known globally by his initials SGA, is a Canadian professional basketball player whose impact extends far beyond his impressive statistics on the court. His unique blend of luxury pieces and streetwear staples has made him a fixture in the fashion world, earning him a reputation as one of the most stylish athletes today.

• Full Name: Shaivonte Aician Gilgeous-Alexander
• Nickname: SGA
• Born: July 12, 1998 (Age 27 as of 2025)
• Birthplace: Toronto, Ontario, Canada
• Nationality: Canadian
• Height: 6 ft 6 in (1.98 m)
• Position: Point Guard / Shooting Guard
• NBA Team: Oklahoma City Thunder (OKC)
• Career Highlights: NBA All-Star, All-NBA First Team (recent seasons), one of the league's leading scorers.
• Fashion Signature: Blending high-end luxury brands with experimental, oversized streetwear and an intuitive sense of proportion.
• Key Collaborations: SKIMS, Converse, Canada Goose.

1. The 'All-Star' Launch Campaign: A Trio of Global Icons

The SKIMS Men's launch was not a quiet affair; it was an "All-Star" campaign designed to make an immediate, global impact. To spearhead their first foray into menswear, SKIMS founder Kim Kardashian strategically selected three athletes who represent the pinnacle of performance and style across three different major sports.

The faces of the inaugural SKIMS Men's line were: Neymar Jr., the Brazilian football icon; Nick Bosa, the NFL's top defensive player; and Shai Gilgeous-Alexander, the NBA All-Star.

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This trio was a deliberate choice. Neymar Jr. brought global soccer appeal and a history of high-profile fashion partnerships. Nick Bosa represented American football and raw athleticism. SGA, however, brought something unique: a blend of youth, a Gen Z following, and a widely acclaimed reputation as the "King of NBA Style." His inclusion was crucial for connecting the brand to a younger, fashion-forward demographic that values comfort and experimentation.

The campaign imagery featured the athletes in the new collection's core pieces, including the highly-praised Stretch Boxer Briefs and relaxed loungewear tops, emphasizing the line's focus on universal comfort and a 'second-skin' feel.

2. How SKIMS Leveraged SGA’s Unique Fashion Authority

SGA’s presence in the SKIMS campaign is a direct nod to his established influence as a fashion trailblazer. Unlike many athletes who rely on stylists for red carpet events, Shai is celebrated for his authentic, personal style, which seamlessly blends high-fashion houses like Louis Vuitton and Prada with vintage and oversized streetwear.

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His pre-game tunnel walk outfits are scrutinized by fashion critics and fans alike, often setting trends that cascade through the league and beyond. This reputation made him the perfect ambassador for a brand aiming to bridge the gap between comfortable essentials and high-end style.

The partnership was further highlighted in a candid October 2023 interview where Kim Kardashian spoke with SGA about the collaboration. They discussed his fashion inspirations, his personal style philosophy—which often involves defying expectations—and the importance of comfort, a core tenet of the SKIMS brand. This personal touch helped humanize the campaign and reinforced the authenticity of SGA's endorsement.

By featuring SGA, SKIMS was able to communicate that their menswear is for the man who cares about how he looks, even in his most basic layers. It signaled that comfort and performance essentials are now part of the broader luxury streetwear conversation, a space SGA dominates.

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3. The NBA's Official Underwear Partner: A Strategic Alignment

The timing of the SKIMS Men's launch and SGA's involvement was no coincidence, as it coincided with another massive announcement: SKIMS was named the official underwear partner of the NBA, WNBA, and USA Basketball.

This multi-year deal instantly gave SKIMS unparalleled visibility within the world of professional basketball. Having a current and highly popular NBA All-Star like Gilgeous-Alexander as a face of the launch campaign provided the perfect on-ramp for this new, official relationship.

The partnership is a strategic maneuver that connects the brand directly to the league's massive audience. The comfort and performance-focused nature of the SKIMS Men's collection—including the Stretch, Cotton, and Performance lines—is specifically marketed towards athletes and those with active lifestyles.

SGA’s image, known for his smooth, effortless movements on the court and his relaxed, yet polished, aesthetic off it, perfectly embodies the brand's goal: to offer comfortable, high-quality essentials that feel like a second skin, whether you're performing on the court or simply lounging.

4. The SKIMS Men's Line: Products Endorsed by SGA

The SKIMS Men's collection, prominently modeled by SGA, focuses on three main categories: underwear, loungewear, and socks. The products are designed for superior comfort, stretch, and breathability, features essential for an athlete.

The most talked-about pieces from the initial launch include:

• The Stretch Boxer Briefs: Reviewers consistently praise the stretchy, breathable fabric, noting that they feel "nearly weightless" and offer a snug yet flexible fit. This line is often highlighted for its "soft and luxe" feel, making it an everyday winner.
• The Cotton Collection: This range, which includes boxer briefs and undershirts, is lauded for its shape retention and comfortable, flexible waistband.
• The Performance Line: Focused on athletic activity, this collection offers support and moisture-wicking properties, ideal for a professional athlete's needs.

By lending his image to these specific products, SGA is giving a powerful endorsement that speaks to quality and comfort, driving millions in sales and helping the Kim Kardashian-owned brand break new sales records for a menswear debut.

5. The Cultural Impact: From Locker Room to Luxury

Shai Gilgeous-Alexander’s involvement with SKIMS has a significant cultural impact. It further normalizes and celebrates male athletes engaging with fashion and embracing comfortable, body-positive clothing.

For years, NBA players like Russell Westbrook have pushed the boundaries of fashion, but SGA represents the new generation—a Gen Z star who is equally comfortable in a high-fashion runway look as he is in a simple, comfortable undershirt. His choice to model for SKIMS, a brand traditionally associated with female shapewear and loungewear, is a progressive statement. It reinforces the idea that true style is about confidence and comfort, regardless of the garment's traditional category.

This partnership is a landmark moment in the intersection of sports, celebrity, and commerce, demonstrating that an athlete's influence is now a powerful currency that can successfully launch an entirely new product category for a multi-billion dollar brand. SGA is not just modeling clothes; he is shaping the modern male aesthetic.