By Alexander McMahon.
A lot of brands try to associate themselves with film and music stars that they consider ‘cool’, but few might hand over full creative control to that star. Unless of course, they have such inimitable style and individuality as English avant-garde electronica goddess, FKA Twigs.
As the Creative Director of NikeWomen’s Spring Zonal Strength Tights campaign, the singer, songwriter, dancer and artist has 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.
“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,” she said. “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.”
Watch it below…it’s bold, it’s beautiful, and it’s totally bonkers. Hats off to Nike for being so bold, and understanding their audience better than most marketing depts can ever hope to.
Read more over at Nike.com