Sportswear giant Nike has unveiled its “next era for Nike Women” in a dance performance choreographed by the brand’s partner choreographer and dancer, Parris Goebel.
The ‘Goddess Awakened’ experience, which took place on 5th July in Paris, aimed to honour the strength of the female through movement, fashion, and self-expression.
Liz Weldon, VP of worldwide Nike Women’s brand management, commented on the occasion and said that the performance symbolised this new era in which “the brand is a platform for celebrating and empowering female creativity and self-expression through the lens of community.”
The 40-minute performance featured 30 Nike athletes and partners dressed in both current Nike styles and upcoming designs from Nike collaborators like Martine Rose, Yoon Ahn, and Feng Chen Wang.
The brand’s VP of apparel design, Tania Flynn, elaborated on the concept, adding: “The next era for Nike Women means designing for all women and all journeys through distinctive styling and product.”
The occasion added to Nike’s recently established Nike Well Collective, a concept the company unveiled last month and which offers a fresh perspective on wellness through the development of its trainer network and Sports Research Lab.
