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.

Tuesday’s announcement of the new brand created in partnership by sports giant Nike and lifestyle company Skims generated $6.1 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print,