NIKE X GIRLGAZE FOR THE CULTURE!

Nike has always been a culturally conscious brand, positioning itself at the forefront of society’s consciousness. With their many campaigns over time and several collaborations with strong cultural icons such as Serena Williams, Colin Kaepernick, Virgil Abloh, Ricardo Tisci and more, they can be said to hold a place of pride among the future makers. Their new collaboration is nothing short of the usual standard. Teaming up with Girlgaze, a  global tech company focused on offering opportunities of all kinds and supporting Generation Z and Millenial creative girls with job opportunities, their collaboration highlights the iconic Air Force 1 Sneaker, a cultural staple since its launch in 1982.

Through sports, streestyle and basic comfort, the Air Force 1s are arguably the most common symbol of resilience and durability. Doubling as a fashion item, most wearers usually form an attachment to the brand, a sort of familiarity that is indistinguishable from their actual identities. Recognizing this, the campaign was a spotlight on unsung heroes in the North American community, celebrating their quiet achievements, their bravery, and resilience; qualities quite akin to the Air Force 1s they cannot seem to do without.

As part of Nike’s ongoing “Force Is Female” campaign, the Girlgaze crew, like their name title, consists only of girls and young women, another strong cultural significance. The profound realization of their empowering campaign was not lost on them however as their platform is also one to be lauded for its immense contributions to the growth of women in the world. Having executed some powerful campaigns with major brands like Levi’s, Gap, Google, Glamour, Adobe and many more, the Girlgaze team has the right idea about promoting valuable ideas and creating empowering environments for girls to thrive and flourish.

Nike Air Force 1 High Utility: The Force is Female.

“Whether in front of the camera or behind it, we are shedding light on unsung heroes in the community that are creating change to empower those around them. They are all voices who understand that we are greater than the sum of our parts as we move forward all for 1.”Girlgaze.

A few of the celebrated individuals included Chaniel Smiley, commissioner of the Drew League and 11-year-old Kheris Rogers, founder of #FlexinInHerComplexion. Rogers created her widely-known clothing line after being bullied by her classmates due to her skin color. Also featured in the campaign were Jenny Dembrow ,Associate Executive Director at The Lower Eastside Girls Club, Saraciea Fennell, founder of the Bronx Book Festival,  Briana Owens, who launched Spiked Spin, a weekly spin class in the heart of NYC, “in response to the lack of diversity within the boutique fitness industry.” Mr. Whammy also made a cheerful appearance; he is a longtime Brooklyn Nets superfan, who is seen in a black and white iteration of the shoe in the campaign to complement his black Brooklyn Nets jersey.

More important is the message that this campaign inadvertently promotes; that heroes are everywhere, lurking in the shadows and the heroes are each for us who go about our daily lives, fighting untold battles and conquering each time. Resilient, durable and timeless.

 

Images by Girlgaze.

Abiodun Odusola
abiodunodusola@ymail.com
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