Nike
South African pop sensation Tyla has recently signed an exclusive endorsement deal with Nike. This partnership marks a significant milestone for the 23-year-old Grammy-winning artist, who has quickly risen to global stardom.
The deal holds special significance for Tyla, who grew up wearing her brother’s Nike hand-me-downs and has long admired the brand.
In an interview with Nike, she expressed her excitement about the partnership, hinting at the possibility of creating her own signature shoe in the future:
“I mean, I’m a Nike girl. I love the brand. Nike isn’t just athletic clothes, it’s fashion. I really like that because when I wear Nike, it doesn’t feel like I’m just putting on a shoe or shirt. You feel fly wearing it. All the collabs, vintage Nike, it’s always been something that I gravitated toward. I also love how diverse Nike is. I’m really 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.”
Tyla’s unique style, which she describes as “Flintstone” – ripped up and distressed – aligns well with Nike’s history of collaborating with boundary-pushing cultural icons. Her ability to blend music, movement, and fashion makes her an ideal fit for the brand.
The partnership has already begun to materialize, with Tyla debuting a new colorway of Nike’s Air Max Dn8 during the Super Bowl LIX Weekend in New Orleans. She was also spotted wearing bold Nike Air Max sneakers at Travis Scott’s 2025 Cactus Jack Foundation HBCU Celebrity Softball Classic in Houston.
This endorsement deal not only solidifies Tyla’s status as a global icon but also represents Nike’s strategic move to expand its influence in the African and global pop culture landscapes.
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