In January 2017 Nike Women named FKA twigs creative director of its Spring 2017 campaign for the Zonal Strength Tights. She conceived, directed, performed, and soundtracked the film, shot in Mexico with 12 athletes from different sports and photographed by David Uzochukwu, then 17. A zine made with visual artist Suzannah Pettigrew followed, and the tights went on sale on January 12. We made it internally, Nike Brand Design EMEA with Nike Women, and Nike Brand Design briefed and creative directed the outside agencies.
Why it looks like this
Sport as expression. It’s Nice That reported that the campaign set out to show “the power of modern movement” and to define sport “as an important channel of expression.” In an open letter about the project, twigs said she saw it as a chance to inspire people who want to use their bodies in a positive way.
A question anyone can ask. The Fader reported that the zine echoes the film’s question, “Do you believe in more?”, and that the project “draws a line from her personal journey and struggle against adversity” to her dance work and to the idea of sport in general.
I saw it as an opportunity to inspire people who want to use their bodies in a positive way.
FKA twigs, creative director of the campaign, source
