FKA Twigs teams with Nike for campaign “Do You Believe in More?”
FKA Twigs teams with Nike on an unexpected collaboration for the launch of their Spring Zonal Strength Tights. The entire concept for the campaign is created, cast and soundtracked by Twigs. “Do You Believe in More?” highlights how consumers are more open to unexpected collaborations and initiatives than ever before.
Although many are quick to point out Adidas’ substantial growth of late, there’s no question that market leader Nike had a very successful 2016 — posting fourth quarter revenues up 6% to $8.2 billion. The Swoosh had a very busy year in terms of collaborations; fashions tried and tested formula for promoting new ideas and garnering plenty of press. The sportswear giant released a few unexpected performance wear collaborations with the likes of Olivier Rousteing, Jun Takahashi and Kim Jones.
Constant innovators of their craft, Nike is always pushing to inspire consumers. “Our consistent growth is fuelled by innovation, which is why fiscal 2016 was such a breakthrough year for NIKE in everything we do,” explains Mark Parker, President and CEO, Nike, Inc.
Fast-forward to 2017, Nike has kickstarted the New Year with yet another unexpected collaboration. This time round, teaming up with FKA Twigs who takes on the role of creative director for Nike Women’s Spring Zonal Strength Tights campaign. The campaign entitled “Do You Believe in More?” is conceptualised, directed, performed and soundtracked by FKA Twigs herself. This collection of work sheds light on the power of modern movement and defines sport as an important channel of expression.
“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, through any genre of sport, they can be the best versions of themselves.” FKA Twigs writes in her open letter to Nike about how dance influenced her life.
“Do You Believe in More?” highlights how consumers are more open to unexpected collaborations and initiatives than ever before; much like the cross-pollinated branding of ‘Levi’s music project’ with Skepta a few months back. The real challenge for brands today is creating relatable content that engages the consumer, which creative director FKA Twigs seems to think they have achieved with this campaign, “It applies to whatever it is that you want to be or do.”
*Written by Arslaan Ahmed
