NIKE PARTNERS UP WITH FKA TWIGS ON SS17 ZONAL STRENGTH TIGHTS CAMPAIGN
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.”
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.”
Belgian Olympic gold medalist, Nafi Thiam, was also tapped to be one of the collection’s campaign faces.
Nike’s Zonal Strength Tights for both men and women are available in retail and via nike.com starting January 12.