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British Singer FKA Twigs Partners With Nike

The genre-bending artist showcases her boundary-pushing ideas for the ‘Do You Believe In More?’ campaign

Rolling Stone India
Rolling Stone India Feb 02, 2017
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FKA Twigs. Photo: Courtesy of Nike

American sports giants Nike have teamed up with British singer FKA twigs for their new campaign titled Do You Believe In More? The initiative is part of Nike Women’s new Spring Zonal Strength Tights collection. For Do You Believe In More?, twigs did much more than just appear in the ads. The singer conceptualized, directed, co-created and soundtracked the entire project.

“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,” says twigs. The genre-bending singer also roped in a bunch of athletes for the campaign, such as krump dancer Saskia Horton, karate world champion Jay Kirton and fencer Miles Chamley-Watson, to defy stereotypes on what it means to be athletic.

twigs’s song “Trust In Me” is also featured in the campaign film. “I realized it would be perfect, because the lyrics say, ”˜Put your trust in me.’” The singer was excited to have created something that’s by and about young people who work hard.

The singer-dancer has truly inspired people in this campaign with boundary-pushing ideas and determination. She mentions that the campaign tagline Do You Believe In More? is a question that anyone can ask themselves. “Do you believe that you can reach your best physical shape? It applies to whatever it is that you want to be or do,” says twigs.

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Music as part of a workout isn’t exactly a new concept–the two go hand-in-hand. Music can help put you in the zone and keep you focused. A good beat can help keep up the pace and get the adrenaline pumping. It’s no surprise that many fitness buffs and athletes put their headphones on and tune the world out during physical activity.

But of late, music has become much more intrinsic to workouts than just channeling your energies in the right direction, mainly due to the inclusion of dance in fitness routines. We take a look at a few of these forms of exercise that are perfect for music buffs:

Aerobics

This form of exercise has been around for a while now, and comprises movements synchronized to musical rhythm. The workouts can be customized for varying levels of energy and can focus on cardio, stretching or a combination of both.

Zumba

 Zumba combines functional training and dance to deliver one high-energy, power packed workout. It is fast becoming one of the most popular forms of workouts around the world. While the movements are usually inspired by Latin American dance forms like salsa and merengue, anybody can participate, even if you have two left feet!

Barre

Inspired by gymnastics, barre takes dance-based workouts to a whole new level. It involves a mix of functional training, yoga, pilates and dance steps choreographed to music. While most barre workouts focus on delivering stronger, leaner muscles, it also lends itself to cardio and interval training formats.

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Dance

As the Nike campaign rightly depicts, the modern movement of dance has taken the world by storm. Dance styles such as ballet, salsa and hip-hop are not only pleasant on the eye but they are also fitness oriented. Salsa as a dance form helps in developing a strong upper body, as movements are created as the dancer shifts their weight by stepping.  Hip-hop dance has evolved as part of the burgeoning hip-hop culture. Hip-hop styles include breaking, locking and popping; all acting as workout routines on their own.

This is a sponsored article in collaboration with Nike. To learn more about the campaign, visit nike.com

Watch the campaign video for ‘Do You Believe In More?’ below:

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