If great things come in threes then January is really hitting the spot for sportswear fans, with Cottweiler for Reebok premiering at Pitti, Gosha Rubchinskiy debuting his adidas hook up in Russia and perhaps the most exciting of all, FKA twigs taking on a creative partnership with Nike.
Unveiled this week, the sports megabrand has tapped twigs for the creative direction of Nike Women’s Spring Zonal Strength Tights campaign and the results, pictured above and available to watch here, are pretty special.
“I truly believe that success is when preparation meets opportunity. It’s the same with any creative or athletic endeavour,” notes the creative polymath, who conceptualised, cast, directed, performed and soundtracked the campaign.
“’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 determination and hope inside herself,” she continues of the campaign’s tagline.
Shot by David Uzochukwu and styled by Matthew Josephs, the collaboration reads as the ultimate inspiration for anyone following the new year rule book and trying to be their best selves.