Nike is in a slump. Sales are down, its stock has lost more than a quarter of its value over the past year and its new CEO needs some help turning around the aging athletic company. Enter Kim Kardashian.

More than 40 years ago, Michael Jordan helped Nike become the name in basketball sneakers. Today it’s betting that Kim Kardashian can help it do the same for women’s activewear.

Nike will launch a new women's activewear brand in the U.S. this spring in partnership with Kim Kardashian-owned shapewear label Skims, as CEO Elliott Hill works to broaden its offerings to better compete with upstart brands.