Nike has hit up artist FKA twigs to act as creative director for its latest women’s wear campaign titled ‘Do you believe in more?’.
FKA Twigs conceptualised, directed, performed and created the soundtrack for the campaign, which positions sport as an important part of self expression.
The campaign film was shot in Mexico with a cast of 12 athletes, hand-picked by FKA Twigs, to show how Nike’s fitness gear helps them to train and move.
“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,” said FKA Twigs.
As part of that mindset, the artist selected David Uzochukwu, a 17-year-old photographer to shoot the campaign. “He’s so incredibly young and talented. I’m sure he has an incredible career ahead of him. He’s so certain in what he wants and has a clear vision,” she added.
The collection is available from today (12 January).