Nike Honors the Influence of Dance and the Indomitable Spirit of Black Females
Nike has launched a new film titled "The Awakening in Dance: An Experience in Motion," which aims to showcase the empowerment and manifestation of Black culture through dance. The film, created by AKQA and Think Eva, with direction from Juh Almeida, features Brazilian singer Ludmilla and dance troupe The Turmalinas Negras.
The choreography in the film is intended to represent important moments in Black culture, including birth, connection, roots, protection, recognition, and awakening. The central aspect of the campaign is the film's choreography, with exclusive content provided for Nike Training Club members to reproduce the movements and connect with the transforming power of dance.
The film is more than just a celebration of Black women; it encourages exploration of sports and movement, inspiring new generations to try different forms of dance. Members of the Nike Training Club will have access to exclusive content that explains the steps of the choreography via short videos.
The campaign includes a focus on allowing Nike Training Club members to connect with the transforming power of dance. The exclusive content for Nike Training Club members is a part of the broader campaign for "The Awakening in Dance: An Experience in Motion." The film project was also directed by Brea Grant.
Through "The Awakening in Dance: An Experience in Motion," Nike seeks to encourage and empower Black communities by showcasing the beauty and power of dance. The film is a testament to the transformative potential of movement and the importance of representation in media.
