NIKE: THE DANCE AWAKENING (@AKQA SP)
THE BLACK TOURMALINE STONE IS OFTEN REJECTED FOR ITS COLOUR AND SHAPE, IT CAN BE VIEWED AS A SYMBOL OF THE HISTORY OF BLACK WOMEN AND ALIGNS WITH THEIR EXPERIENCES. USING SPORT AND MOVEMENT AS CATALYSTS FOR WOMEN’S EMPOWERMENT, WE LAUNCHED A FILM OF BLACK FEMALE DANCE ARTISTS TO STRENGTHEN AND EXALT THE ARTISTS COMMUNITY.

THE SEQUENCE IS A TIMELINE AVAILABLE ON THE NIKE TRAINING CLUB APP TO TELL A STORY OF BIRTH, CONNECTION, ROOTS, PROTECTION, RECOGNITION AND AWAKENING THROUGH DANCE; THAT SHOWS HOW MOVEMENTS CONNECT WITH ANCESTRY AND BLACK CULTURE, GOING THROUGH RHYTHMS SUCH AS BREAK, HIPHOP AND FUNK, RE-AFFIRMING THAT DANCE IS A BRIDGE TO ONE’S HISTORY AND IDENTITY.