Nike Celebrates the Power of Dance and Enduring Strength of Black Women

Film by AKQA uses choreography to tell a story of 'birth, connection, roots, protection, recognition and awakening'

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Nike has launched a beautifully choreographed film titled “The Awakening in Dance: An Experience in Motion” to celebrate Black women and encourage new generations to explore different forms of sport and movement.

The spot, which features Brazilian singer Ludmilla and dance troupe The Turmalinas Negras, was created by AKQA and Think Eva, with direction from Juh Almeida.

It aims to show the “empowerment and manifestation of Black culture” through dance, according to AKQA said, with the choreography designed to show six important moments: birth, connection, roots, protection, recognition and awakening.



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