As the Creative Director of NikeWomen’s Spring Zonal Strength Tights campaign, FKA twigs conceptualized, directed, performed and soundtracked a collection of work for the campaign line, “do you believe in more?”
In a personal blog for Nike, twigs explains in her own words her vision and bringing it to life.
“It’s the same with any creative or athletic endeavor. 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.”
“Since as early as I can remember, I’ve been obsessed with training and taking classes. When I was three years old, I started taking dance classes at a local youth center, and by the time I turned seven, I was training in six different dance styles. Then I started acting. By the time I was eight or nine, I was singing.”
“When other people wanted to go on holiday or hang out with their friends in the park, l just wanted to take every class that was available.”
“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.”
“Do you believe in more?” is a question that anyone can ask themselves. Do you believe that, in six months’ time, you’ll be able to run faster, or jump higher? Do you believe that you’ll be able to stay on the cross-trainer longer?”
“Do you believe that you can reach your best physical shape? Do you believe that you can use your confidence to get that promotion at work or finish that creative project? It applies to whatever it is that you want to be or do.”
