Nike has enlisted Spanish singer and songwriter Rosalía to star in its campaign for Nike Air Max 2090.
The artist is featured in a 50-second spot, in which she shares her vision on future and more. “The future isn’t something you wait for. It’s something you make. If you hear the music, you make that music. If you want to dance, dance. Plenty of voices out there telling you what not to do. But there is one voice pointing you forward. Listen to that voice. Hold on to it. And make your future,” she says in voiceover, while onscreen images show her practicing her dance choreography, doing photoshoots, and more.
Serving as soundtrack is her 2019 single “A Palé,” included on her upcoming third studio album.
Nike says that Rosalía and Nike Air Fresh Max 2019 have something in common. The musician has invented a fresh sound by giving the flamenco traditions of Spain a modern twist. Her music combines centuries old song and dance rituals with pop, electronic and hip-hop sounds. She pulls from the past to remix the future. The Nike Air Max 2090 does the same, putting beloved Air Max elements like the rubber heel logo and cassette-style Air unit in a whole new context”.
Nike Air Max 2019 is available as toddler shoe ($80), little kids shoe ($105), big kids shoe ($125), women and men show ($150). It is also available to customize for men and women, for $160.