Nike celebrates the poetic power of female bodies ahead of Women's World Cup
Prettybird's Eloise King directs artist Belen Leroux
Mar 14, 2019
A new film by Nike Women from France celebrates the power of women's bodies in poetry and movement, with a performance by Belen Leroux, the artist and dancer for Dua Lipa.
Shot by Prettybird director Eloise King in Paris, the ad promotes Nike's FK Fenom Bra ahead of the Women's World Cup for soccer this summer. It's intended to evoke a mediated dream beginning with Leroux waking up and working out with a diverse group of women. The workout morphs into a surreal dance set to a poetic narrative, entitled "We've Always Done It." The lyrics emphasize how it's "our birthright to love and listen to our bodies." According to King, it was inspired by the work of performance artist Sagg Napoli, and Maya Deren's study of Voudou in Haiti.
“From periods to mental health, girl’s health is something that affects half the planet and is still largely seen as a taboo subject," she says. "This film is set in the near future, where cultural and societal barriers have been re-configured and women are free to reimagine themselves."