Nike on Tuesday announced a new brand in partnership with the influencer Kim Kardashian’s Skims, giving the company’s stock one of its first pops under new CEO Elliott Hill. Nike and Skims will produce a line for women called NikeSkims. It will include training apparel, footwear and accessories.

Exciting fashion news alert: Early this Tuesday morning, Nike and SKIMS dropped a major bombshell—the two companies are launching a new brand together this spring. Cue the screams, tweets, and StockX sellers jolting awake in a panicked frenzy!

Celebrity brands are making for bigger competition to their legacy counterparts, and online influencers are shortening trend cycles.