Nike named recording artist FKA Twigs the creative director of its NikeWomen Spring Zonal Strength Tights campaign.
As part of her role, FKA Twigs conceptualized, directed, performed and soundtracked a collection of work that sheds light on the power of modern movement and defines sport as an important channel of expression.
The campaign’s line is, “Do you believe in more?”— which refers to a question she wants women to ask themselves, i.e. Do you believe that you’ll be able to run faster, or jump higher? Do you believe that you’ll be able to stay on the cross-trainer longer? Do you believe that you can reach your best physical shape?
“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,” said Twigs.
She continued, “When Nike reached out to me about collaborating together on this project, I saw it as an opportunity to inspire people who want to use their bodies in a positive way. I cast a group of amazing people who take their physicality seriously and have their own sense of style, in order to push people to be healthy and understand that, through any genre of sport, they can be the best versions of themselves.”
Photo courtesy Nike