The singer penned an open letter to Nike about the influence that dance has had on her life.
In order to celebrate the launch of the Spring 2017 Zonal Strength Tights Collection, Nike Women have collaborated with FKA Twigs as the Creative Director for their new campaign. The campaign was titled ‘Do You Believe In More?’, and FKA Twigs came up with the concept, the direction, the performance and the soundtrack behind the powerful video. The central idea behind it revolves around the power of modern movement and the role that sport plays as a channel of creative expression. The imagery for the campaign was shot by the 17 year old photographer David Uzochukwu.
In an open letter on Nike news, Twigs wrote “I truly believe that success is when preparation meets opportunity. It’s the same with any creative or athletic endeavour. 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 continued: “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. I cast a group of amazing people who take their physicality seriously and have their own sense of style, in order to push people to be healthy and understand that, through any genre of sport, they can be the best versions of themselves.”
“Do you believe in more?, refers to a girl who grew up looking different from everybody else around me, who wanted to do things no one else wanted to do in a small town, who didn’t grow up with lots of money, but just had so much determination and hope inside herself. I wanted to do more with my life. I wanted to do everything.”
The powerful message behind the video matched only by the stunning visuals and production at the summit of creativity in our generation. Shout outs are in order for everyone involved in the project.