From Johannesburg to the Grammys.
Nike has announced Tyla as their latest creative partner. Tyla emerged from her makeshift closet studio in South Africa to become one of the world’s renowned fusion artists. Her song “Water” made her the inaugural winner of the Best African Music Performance at the Grammys in 2024.
To commemorate the launch, Nike interviewed Tyla about her memories connected to the brand, as well as how she defined her personal style. Check out some of the quotes and imagery below.
What’s your most defining Nike memory?
Growing up and seeing my brother get the hand-me-downs from my dad. They were always Nike, and I wanted them so badly. He was the only boy in the family, so he kind of got whatever he wanted. I’d just have to borrow them whenever I could.
Tell us about your personal style and how it’s evolved.
My style has evolved a lot over time. When I look back at some pictures, I’m like, “Oh my gosh, what were you thinking?” I get bored so quickly, and I change my mind all the time. I’ll love an outfit today and a month later, I’ll hate that I ever put it on.
People say my style is kind of “Flintstone” — ripped up, distressed, all that. It started when I had to dress up for shows but didn’t have access to a lot of resources. Me and my friend Thato would take random pieces, cut them up, tie them together — literally make outfits out of nothing. The more I did it, the more I loved it, and it just became my thing. Now, I hate anything that looks too perfect.
PHOTO CREDIT: Nike
