Tyla signs global endorsement deal with Nike

Tyla

Cape Town — Global superstar Tyla has taken her brand international as she signed the partnership of her dreams with international sports brand, Nike.

In an exclusive interview with Nike, Tyla revealed herself to be a lifelong Nike fan who dressed up in her brother’s hand-me-downs. Tyla has embraced the intersection of sport, movement and music and she explained her personal style, her Nike essentials and the new partnership.

Tyla revealed her number one Nike essential was sneakers, and said the Nike Shox was her favourite currently.
“I have every colour — literally every colour. I put them on for everything. At airports, in the studio, walking around. They’re just so comfortable and convenient. I just feel like it makes you look more fly when you have a good shoe on,” she said.

She said her style has evolved a lot and she becomes bored with an outfit quickly. She said her style has been described as a “Flintstone” – ripped up and distressed – as she used to create outfits out of nothing and she grew to like that style, saying she hates anything that looks “too perfect.”

“I used to have a really clear vision for how I wanted to look. These days, I’m more open and experimenting. Before, I wasn’t that deep into fashion — I’d just put something on, and if I felt fly, that was it. Now, with fashion weeks and having greater access to brands, I’ve fallen in love with it. I want to try everything,” she said.

She explained that the Nike partnership was important to her because she loves the brand, and when she wears any Nike fashion piece she feels good. She even hinted at the possibility of a signature Tyla sneaker.

“All the collabs, vintage Nike, it’s always been something that I gravitated toward. I also love how diverse Nike is. I’m excited to work together, not only to wear the clothes but to hopefully create something with the team too. Maybe a Tyla shoe? That would be fire,” she said.

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Compiled by Matthew Petersen

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