FKA Twigs named Creative Director for NikeWomen’s spring campaign

FKA Twigs named Creative Director for NikeWomen’s spring campaign

Anyone who bore witness to FKA Twigs’ performance at Laneway Festival Singapore 2014 knows that her painstakingly choreographed dance moves and twisted poses require attire that can handle the contortions. It therefore feels only natural that the alt-R&B sorceress has linked arms with Nike to spearhead NikeWomen’s Spring Zonal Strength Tights campaign as its Creative Director.

 

 

Sporting a series of branding-heavy, monochromatic ensembles not unsimilar to the health-goth athleisure aesthetic championed by Rihanna’s Fenty Puma collection, Nike’s campaign focuses on artistic expression through modern movement. Conceptualised, directed and performed by Twigs and a team of physics-defying dancers, the short film “do you believe in more?” sees the English musician pulling out all the stops in showcasing the flexibility and form-fitting function of Nike’s new Zonal Running Tights and Zonal Strength Training Tights.

 

 

Speaking on the campaign and active lifestyles, Twigs says, “‘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”.

 

 

The two new products at the core of the campaign, the Zonal Strength Running Tights and Zonal Strength Training Tights, are designed to target key muscle groups through compression zones built into the fabric, without restricting mobility. The running tights zone in on thighs and calves to reduce muscle vibration, while offering flexibility with a Flyvent waistband and four-way stretch fabric; the training tights are designed to cater to indoor activities – from high-intensity workouts to low-intensity training like yoga – featuring a high-rise waistband for additional core awareness and a flat seam for less distractions.

 

Nike’s Zonal Strength Running Tights and Zonal Strength Training Tights are available for men ($215) and women ($185) from January 25 at Nike stores and nike.com.

 

Text Trent Davis

Images Nike

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