Collaborative campaigns

Global – Nike has hired FKA Twigs as creative director for the brand’s latest campaign.

• From the direction to the soundtrack, FKA Twigs was given complete creative control of the project
• The campaign features 12 athletes from different disciplines to highlight the power of modern movement

The campaign video Do You Believe In More? was conceptualised, performed, directed and soundtracked by the artist, and marks the launch of NikeWomen’s Spring 2017 Zonal Strength Tights campaign.

Shot in Mexico, the film features 12 athletes from different sporting disciplines, and aims to shed light on the power of modern movement and define 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,’ says FKA Twigs on the brand’s website.

She continues to explain how her long-term vision is to have people working out without even realising it. ‘We, as young people, like those in the film, can make movement something that goes beyond fitness.’