I'm a sucker for a well-executed campaign. As I'm growing in my creative career I'm realizing that concepting/designing campaigns for brands I believe in is definitely on the top of my list as something I want to do. One of the brands on my top five is Nike. For as long as I can remember I've always been intrigued by Nike campaigns – from the photography, to the messaging and creative direction they usually nail it. Nothing is different about their new campaign beautifully titled – THE FORCE IS FEMALE.
The Force is Female campaign focuses on strong women who are paving their own way, shaping culture, creating the future, and inspiring their communities. The campaign is dedicated to all females who live outside of the box and challenge us to push boundaries. Basically its for women who are getting shit done and not letting shit hold them back – my type of people.
This past Saturday Nike Los Angeles held the campaign launch party at The Springs LA. Soon as I walked in I knew it was the type of vibe that I want to be associated with on an ongoing basis. *Sidenote: I want to know where all these streetwear babes are every other day, especially the women of color because y'all were lit.
The brunch started with a panel of boss babes in streetwear culture: Janáe Roubleau, Jami Ordiz, Alexis Quintero, Zolee, Catalina Paz, Alyssa Forever, and Ro.Lexx. Speaking of Ro.Lexx she's a dope photographer who shot the lookbook and assets for the campaign. The panel discussion reminded me of conversations that I have with friends on a daily basis. We're constantly talking about how women are depicted in streetwear and how its okay to have masculinity in your wardrobe. A lot of sites and social media platforms always depict women in streetwear in being half naked in sneakers which isn't real life – like who's really wearing that shit? I remember being young and always hearing things like "you dress like a boy" or "are you gay because you're a tomboy" (that's people in the south for you) but those comments made me self-conscious about just being me. It made me think that femininity means a dress and heels but now that I'm older (and wiser) I know that's not the case and how to properly voice my personal style.
One of my key words for 2017 and life in general is authenticity, I really think that's a major key for success. The ladies spoke a lot about being authentic to your voice and essentially if you build it they will come, which is a favorite phrase of mine. Most of the time it takes awhile but once you learn that everything about you is what makes you, YOU (and magical) you can be unstoppable. Which is what the force is, its unstoppable.
That's what I took away when leaving the event. Personally it lit a fire under my ass to create more content geared towards streetwear because its something I grew up in. Also when I look at the landscape of influencers there are only a few women of color and barely any artists. I gotta change that this year.
From the production of the event down to the curated goodie bags it was very thought out and oozed inspiration and creativity within women. I can't wait to see how this campaign flourishes and more importantly figure out how I'm working with Nike lol, but I'm serious. On that note I'm going to leave you with the campaigns manifesto
We are a new generation.
A generation born with an realness.
A bond that ties us together.
But never holds us down.
It’s an undeniable boundary that defies definition.
A reminder that we are never finished.
Yet always complete.
From the courts to the streets,
We were put here to disrupt.
Made legends because we will not exist within the lines.
We prove that vulnerability is not the same as weakness.
Flawed not the same as imperfect.
It’s a power in our every step. A refusal to stop.
It’s that rule-breaking, decision-making, name taking, don’t give a damn in all of us.
It’s never one thing. It’s everything.
It’s who we are. As one. As all.
It’s the force.
THE FORCE IS FEMALE.
Dress: Daya by Zendaya (she has some dope stuff)
– Dawn the don $