Different athletic activities affect different muscle groups. For example, a distance run optimizes the quads, hamstrings and calves; whereas a high intensity workout demands core activation. In addition to muscle groups, another factor amongst athletes is the desire to achieve the best workout, every time, and they look to products to help them gain the advantage.
“Efficiency is always a key factor for our athletes — they want to get the most out of every workout,” explains Helen Boucher, VP of Women’s Training Apparel Product. “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.”
With that in mind, Nike’s newest Zonal Strength Tights feature compression zones built directly into the base fabric, targeting key muscle groups to reduce muscle vibration for an efficient workout, without restricting mobility.
Nike named recording artist FKA Twigs the creative director of its NikeWomen Spring Zonal Strength Tights campaign. As part of her role, FKA Twigs 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.
The campaign’s line is, “Do you believe in more?”— which refers to a question she wants women to ask themselves, i.e. Do you believe that 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?
“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,” said Twigs.Nike reached out to me about collaborating together on this project
She continued, “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.”
Photo courtesy Nike