It is announced that singer FKA Twigs is the new creative director behind Nike women’s newest “Believe in More” campaign.
Following behind model Bella Hadid, British singer FKA twigs, was announced as Nike’s new brand ambassador. In an official statement regarding the partnership, the singer said “When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves”.
As an introduction to the campaign, a video was released last month that depicted a different kind of Nike. The video featured FKA Twigs, a variety of dancers, and athletes accompanied by FKA Twig’s song “Trust in Me”. Lyrics like “ever since I was young I knew that I was special/I ached to succeed/To heal, to make a difference in the world/To make deep and lasting connections with those who vibrate at a frequency I recognize within myself” fill the artistic video and guide the expressive dancers.
Also, the partnership between FKA Twigs welcomes Nike into a new frontier. It’s very refreshing to see the brand acknowledge the “everyday” athlete. Athletes that don’t play sports or exercise in the traditional sense. The video features krumpers and vougers, which are two forms of dancing that wouldn’t normally be highlighted on a major sports campaigns. FKA Twigs ushers a new Nike and we’re ready for it.
Watch the FKA Twigs’s “Do You Believe In More?” video for Nike below.
