A new report suggests that an advert by FKA Twigs was considered too risque and boundary-pushing for Nike.
Last year saw the British singer, dancer and visual artist announce a partnership with Nike, serving as the Creative Director of NikeWomen’s Spring Zonal Strength Tights campaign.
Twigs soundtracked that ad with her song ‘Trust In Me’, saying in a statement at the time: “In a way, we’re asking people to look at me and the other amazing athletes in the video and trust the way we are. We’ve worked hard to perfect our crafts and create our own destinies, and we’re feeling good in our bodies.”
Now, a New York Times report about an exodus of male executives at Nike mentions another advert produced by Twigs, this time for a VaporMax shoe campaign. The resulting ad was “killed” despite it “costing Nike millions of dollars”.
According to the report, former Nike President Trevor Edwards commissioned Twigs to be “given creative license” over the shoot, which is said to have featured “few shots of the shoes and instead had a woman twirling on what looked like a stripper pole and male athletes in sports bras striking odd poses”.
The ad was eventually scrapped, with a Nike spokesperson now saying: “We have a history of pushing the boundaries in marketing, just as we do in product development. We create a lot of material that is not deployed in the marketplace.”
You can watch Twigs’ Spring Zonal Strength Tights ad that did make the cut below:
Earlier this year, FKA Twigs starred in a Spike Jonze-directed advert for Apple, which also featured a new called ‘Til It’s Over’.