If there’s one thing that can motivate us all to head to the gym in January, it’s Nike’s new campaign – conceptualised, directed and starring FKA twigs.
The alt-pop musician and performance artist has collaborated with the sportswear giant for their ‘Do You Believe in More?’ ad, to celebrate the launch of their new ‘Strength Tights Collection’ for SS17.
Yes, the athleisure trend is reigning supreme this season.
As Creative Director, twigs has handpicked 12 athletes to star alongside her ‘in a collection of work that sheds light on the power of modern movement and defines sport as an important channel of expression.’
Keep your eyes peeled for rising performers that get the FKA twigs seal of approval – from a classical violinist who also does krumping (a style of street dance) Saskia Horton, karate champion Jay Kirton and Miles Chamley-Watson, a fencer. Also to make you feel like a massive under achiever, 17-year-old Brussels-born photographer, David Uzochukwu, shot stills for the campaign, too. Harley Weir, watch out.
Speaking to Nike Women on how sport has enabled her to express herself, FKA twigs says: '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 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.'
'"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.'
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