FKA twigs makes an unlikely ally with Nike for a campaign that takes the sportswear brand to new heights
FKA twigs and... sportswear? It might seem odd at first, but the pairing between the indie electronica goddess and the American sporting giant isn't so strange - really. After all, twigs is a seasoned dancer who's been taking classes since she was young. "When I was three years old, I started taking dance classes at a local youth centre, and by the time I turned seven, I was training in six different dance styles," she explains to Nike. "Then I started acting. By the time I was eight or nine, I was singing."
Naturally, the singer/dancer/all-round creative makes for a compelling choice to creative direct NikeWomen's spring Zonal Strength Tights and "do you believe in more?" campaigns. Drawing parallels between athleticism and creativity, FKA twigs explains the link between her music, dance and training. "It's not about the moment you jump off the diving board. It's not about any one beat you've produced. It's about the moments before that - preparation is the training, and opportunity is the moment you reach your fastest time or show how good your beat is," she says.
In the striking campaign, which FKA twigs conceptualised, directed, performed and soundtracked (phew!), you can see the musician's artistic footprint all over it. Backed by her new track 'Trust in Me' the campaign video is like no other Nike campaign you've ever seen. Focusing in on twigs and her backup dancers' incredibly physiques, consider this the most oddball use of Nike sportswear ever. We can't get enough.