A quick search on this site and you see a stream of articles where I discuss how Nike does content creation better than any other sports apparel company in the world. This “Do You Believe in More” campaign for Nike by FKA Twigs shows that Nike, like Adidas, understands that a brand has to connect with the next generation of people who will choose to buy their brand.
My problem here is although I love that they used an artist like FKA Twigs, her fanbase may find this inauthentic and the delivery of this campaign could backfire. The use of influencers is a very short ledge and while this is a very, very dope project featuring some great apparel from Nike, it may be a little too much.
Use the source link to click through and read about the project and check out the description of each performer/artists/athlete featured in the campaign.
As the Creative Director of NikeWomen’s Spring Zonal Strength Tights campaign, FKA twigs has conceptualized, directed, performed and soundtracked a collection of work that sheds light on the power of modern movement and defines sport as an important channel of expression. Here, she discusses modern movement and the campaign line, “do you believe in more?”.