Nike celebrates Black women through the medium of dance
Spot by AKQA appears on the brand's training app and features Brazilian singer Ludmilla
Nov 30, 2020
Nike is celebrating Black women through the medium of dance in a new film that's running on its Nike Training Club app.
Developed via AKQA and consultancy Think Eva, the film, "The Awakening in Dance: An experience in motion," features Brazilian singer Ludmilla and dance troupe the Turmalinas Negras. Directed by Juh Almeida via Pródigo Films, it features choreography divided into six movements highlighting birth, connection, roots, protection, recognition and awakening. According to Nike, the sequence is "a timeline that shows how movements connect with ancestry and culture, going through rhythms such as break, hip hop and funk."
There's also an interactive element: when accessing the film via the app, Nike members will have access to exclusive content that explains the steps of the choreography and presents the artists, in the form of short videos, so that everyone can reproduce the movements.