Nike’s partnership with pop culture icon FKA Twigs as creative director for the new NikeWomen’s Spring Zonal Strength Tights campaign is a fit made in marketing heaven.
Her dance film “Do You Believe in More?” showcases a dozen professional athletes clad in items from the new Nike Women collection voguing to the strains of electronic music that’s made Twigs a household name.
The campaign is “to inspire people who want to use their bodies in a positive way…in order to push people to be healthy and understand that, through any genre of sport, they can be the best versions of themselves,” said Twigs in High Snobiety.
“I cast a group of amazing people who take their physicality seriously and have their own sense of style,” noted Twigs in a press release. “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.”
Nike’s newest Zonal Strength Tights feature compression zones built into the base fabric that target key muscle groups to reduce muscle vibration and enhance a workout without restricting mobility.
FKA twigs x Nike is something special. pic.twitter.com/J0XIyft83U
— IAMFASHION (@IAMFASHlON) January 11, 2017
“Tights are a huge part of any athlete’s uniform and we analyzed every design and fit detail to ensure key parts of the body are compressed for the right sport,” said Helen Boucher, VP of Women’s Training Apparel Product. “Efficiency is always a key factor for our athletes — they want to get the most out of every workout.”
Nike Zonal Strength Running Tights target thighs and calves to reduce muscle vibration where runners need it most. Flyvent waistband provides breathability and four-way stretch fabric enhances mobility, especially in the hips and knees.
Nike Zonal Strength Training Tights enhance support and muscle awareness in the core, glutes, quads and hamstrings. A high-rise waistband provides additional core awareness, integral for all training activities, from low impact like yoga to high impact cross training. Flat seams allow for zero distractions.
Nike’s Zonal Strength Tights for both men and women are available in retail and at nike.com starting January 12.