FKA Twigs sets tone for Nike's latest campaign to celebrate individuality, modern movement

By Angie Chui | Jan 13, 2017 01:30 AM EST
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FKA Twigs is an artist through and through and her latest foray to creative direction a Nike ad is another avenue for the musician to showcase her eye for art. The singer/dancer has been tapped by Nike to become the creative head of their campaign for their Spring Zonal Strength Tights and the collaboration has resulted in spectacular images released by the sports brand.

For their part, Nike shared that their collaboration with FKA was a means to celebrate individuality through modern movement and this means exploring any sport without boundaries, Teen Vogue reported. Among those who were tapped to join the campaign were Olympic fencer Miles Chamley-Watson, U.S. track and field star English Gardner, dancer Saskia Horton, and international karate champ Jay Kirton. FKA also included dancers from different disciplines to join the campign.

Being a performer herself, FKA said that she wanted to highlight the role of dancers as athletes and said that the campaign will hopefully clear up the misconception that athletes are only those who are engaged in sports. "People don't always see dancers as athletes, but we are. Through dance and fitness, I've met young people who work really hard and have dedicated their lives to being physical. To me they represent 'modern movement,' which I define as exploring any genre of sport without boundaries," she said in a statement posted by Yahoo

Aside from setting the direction for the ad, FKA also provided the music that was used in the mini music video that was shot in Mexico City. She handpicked her song, "Trust in Me" for the campaign which urges people to see the amazing athletes for who they are and trust in their abilities and hard work to excel and stand out in their chosen fields, Ad Week reported. 

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