NIKE PARTNERS UP WITH FKA TWIGS ON SS17 ZONAL STRENGTH TIGHTS CAMPAIGN


Posted on January 11th, by immi in magazine, style. No Comments

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Earlier this week, FKA twigs teased a forthcoming Nike collaboration which had all of us in a tizzy. Today, Nike has unveiled the first campaign created by FKA twigs as Creative Director of the NikeWomen’s Spring Zonal Strength Tights campaign, the first new addition to their Running & Training collection of the year.

She created and directed a stunning campaign video titled ‘Do You Believe In More?’. Shot in Mexico City, the video sees her and a group of 12 athletes perform an entrancing piece of choreography to a new track from FKA twigs.

For FKA twigs, dance has always been a pivotal source of exercise and her immediate inspiration as creative director of the campaign:

“Since as early as I can remember, I’ve been obsessed with training and taking classes. When I was three years old, I started taking dance classes at a local youth center, and by the time I turned seven, I was training in six different dance styles. Then I started acting. By the time I was eight or nine, I was singing. When other people wanted to go on holiday or hang out with their friends in the park, l just wanted to take every class that was available.”
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Most important to FKA twigs is getting people to see dancers as athletes. When asked about her campaign casting choice, she stated:

“Through dance, I’ve met young people who work really hard and have dedicated their lives to being active. To me they represent “modern movement,” which I define as exploring any genre of sport without boundaries. When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves. I put together a cast of 12 incredible athletes to show that it’s about what you do in fitness gear. It’s about how you train. It’s about how those things help your movement.”
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Belgian Olympic gold medalist, Nafi Thiam, was also tapped to be one of the collection’s campaign faces.
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Nike’s Zonal Strength Tights for both men and women are available in retail and via nike.com starting January 12.
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