Nike Collaborates with Musician FKA Twigs in Viral Sportswear Campaign

An interesting trend has emerged in luxury brand marketing over the last couple years. We’ve seen a growing number of big brands invite celebrities to take on the role of Creative Director for the company. This goes a step beyond just a celebrity endorsement. While in this role, the star is encouraged to infuse their personal style into the products’ design and campaign. Seems harmless enough, and some really cool products have come of the collaborations, but celebrities are often questioned by their followers for taking on the role. For some dedicated admirers, it becomes clear through social media they’re more interested in making money for the brand than their own fan’s loyalty.

The latest celebrity to add Creative Director to their resume is FKA Twigs, an English musician and music producer renowned for her unique style choices.

Also known for her hands-on approach to her music, seeing a project from end-to-end, her collaboration with Nike Women’s Spring ’17 Zonal Strength Tights Collection is one to keep on your radar. The campaign she’s heading up is called “Do You Believe in More?” And true to form, the musician has touched every part of the creative process from the initial conceptualization, straight through direction, performance, and the soundtrack for the campaign.

The concept is centered on the idea that sport is an important channel of expression. “Ever since I was young I knew I was special. I ached to succeed, to heal, to make a difference in the world,” she says in a voice-over for the powerful promotional video. “I hear my voice; I embrace my calling. I do not compromise. Not today, not tomorrow, not ever.”

“And so I ask – do you believe in more?” she concludes before the music kicks in and dancers perform clad in the sportswear line.

Already viewed over 1.5 million times on YouTube, the ad really is worth watching:

“Through dance, I’ve met young people who work really hard and have dedicated their lives to being active,” she says in a statement with Nike. “To me they represent ‘modern movement,’ which I define as exploring any genre of sport without boundaries.”

So far, her fans’ reception of the collaboration has been great.



The collection is available in stores and online now.

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