Athletic footwear and apparel corporation, Nike, has unveiled South African artiste Tyla as the brand’s newest creative partner.
The partnership will allow both Tyla and Nike to explore their position at the intersection of music, fashion, and sport.
This Johannesburg native is known for her unique blend of Afrobeats, Amapiano, pop, and R&B.
Her debut self-titled album made history when she became the youngest African artiste to win a Grammy.
Tyla is also known for her viral sensations like her hit ‘Water,’ including her show-stopping red carpet appearances, which have helped her gain the world’s attention to become an unstoppable cultural force across music and fashion.
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Nike’s partnership represents a strategic move in expanding the brand’s influence into the African and global pop culture landscapes.
Tyla’s appeal goes beyond music. her level of influence on the culture and her wildly successful year in 2024, and she resonated with a new generation of fashion-conscious fans
This partnership also aligns with Nike’s long history of embracing music and cultural icons who push boundaries.
The brand has collaborated with the likes of Travis Scott and Drake, and its new collaboration with Tyla, whose ability to blend music, movement, and fashion into one cohesive identity makes her a perfect fit.
During her unavailing interview, Tyla mentioned how she idolized Nike gear, often borrowing her older brother’s hand-me-downs to get a piece of her beloved brand.
“They were always Nike, and I wanted them so badly,” she recalls.
She wouldn’t need to borrow them anymore because she’s officially the face of the brand.
Tyla is also eager about the possibilities of working with Nike on footwear, stating during the interview that: “Maybe a Tyla shoe? That would be fire. My hope for the next generation of African artists, especially women, is that we can make what we want to make and not be boxed into a specific genre,”
