FKA twigs as creative director of NikeWomen’s Spring Zonal Strength Tights campaign:
Music and fashion hand in hand.
The video realized by the British artist, does not only exemplify her singing skills through the soundtrack she conceptualized and performed, but also shown her dancing skills, discipline which she practices since a very young age.
Commenting this project of Nike website Tahliah Debrett Barnett (real name of FKA) reported: “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”.
That’s how individuals from non-conventional fitness backgrounds took part in the video a Jay Kirton, a karate world champion who discovered meditation through martial arts, and Saskia Horton, who plays classical violin and does krumping, a type of street dance.
When asked to explain the title of the campaign: Do you believe in more? She affirmed:”do you believe in more? refers to a girl who grew up looking different from everybody else around me, who wanted to do things no one else wanted to do in a small town, who didn’t grow up with lots of money, but just had so much determination and hope inside herself. I wanted to do more with my life. I wanted to do everything.
Do you believe in more? is a question that anyone can ask themselves.
Do you believe that, in six months’ time, 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? Do you believe that you can use your confidence to get that promotion at work or finish that creative project? It applies to whatever it is that you want to be or do. “
This spirit makes us consider FKA Twigs as a representative of Nike’s values, especially if added to the artist’s belief that: “Success is when preparation meets opportunity […] preparation is the training, and opportunity is the moment you reach your fastest time or show how good your beat is“.
Finally, if the premise were positive, the result did not disappoint expectations: the video combines FKA’s iconic style, with Nike’s typical energy, bringing the spectator to