Singer and cultural icon FKA Twigs recently partnered with Nike as the Creative Director for the Zonal Strength Tights Campaign to produce the soundtrack and accompanying video for the collection.
The singer took charge of the project as she both directed and performed in the video in addition to casting the talent and scoring the music on her own. The standout visuals were shot in Mexico City and feature FKA Twigs and a band of creatives performing different crafts in an aptly unique rhythm that highlights the usability of the products and the bellowing soundtracked created by the singer.
The singer spoke to Nike about the conceptualization of the project and how she hopes to inspire people all over the world through movement.
Through dance, I’ve met young people who work really hard and have dedicated their lives to being active. To me they represent “modern movement,” which I define as exploring any genre of sport without boundaries.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. I put together a cast of 12 incredible athletes to show that it’s about what you do in fitness gear. It's about how you train. It's about how those things help your movement.
You can see the full video below. In addition, you can read more about the singer's rationale for casting here, more on her inspiration behind the project here, as well as shop the collection here.