Skims, Kim Kardashian’s shapewear company, is sculpting out a new consumer base by launching a line of underwear, tees, and socks for men this week.

The reality star-and-entrepreneur’s company announced the line with a campaign featuring Brazilian soccer player Neymar Jr.; 2022 NFL Defensive Player of the Year, Nick Bosa; and NBA All-Star, Shai Gilgeous-Alexander. The three athletes model neutral-colored boxers and tanks in Skims’ campaign video, emphasizing the tagline: “Everybody is wearing Skims.”

According to a press release on the launch, Skims’ decision to design a Men’s line was in part supported by the growing number of men who already shop the brand’s existing products, accounting for more than 10% of the company’s consumer base.

“Skims has evolved into becoming a brand that can provide comfort for all audiences, not just for women,” Kardashian, founder and creative director of Skims, said in the press release.

The line, which will enter the $111 billion men’s apparel market, will offer three collections, Cotton, Stretch, and Sport—with products ranging from everyday comfort items to high-performance activewear.

Skims, cofounded by Kardashian and Jens Grede, has offered lingerie and compression shapewear since 2019, and currently is valued at $4 billion. Just as the women’s line was designed to redefine the standards of women’s comfort, the comfort-first products for men will do the same, and according to Grede, “disrupt new categories for the next-generation of consumers.”